Super Niche: What we can learn from the pioneers of specialization
And why creativity should be a core value in every organization
Quick newsletter this week on a few of the niche companies I am enamored with:
I am fascinated by niches. They seem to be growing exponentially layering upon themselves. It is inspiring to learn the ways people have adapted to the changing times, embracing the new economy and hustling to establish their value out in the market.
Much like this newsletter -- blogs and social media have allowed entrepreneurs to find their voice, their place and to be vulnerable in the discovery of others that share similar interests or have a need for the skill you propose.
Of course, market forces might eventually take over and turn these niches into industries. And while that is likely to be welcomed for those that have chosen this path (we all like to be paid), it has to come with some disappointment that your specialized skill is no longer unique and like any other cog in the machine, has become reproducible.
This week, I stopped to take a look at some of the “Super Niches” that have become industry juggernauts. Setting themselves apart from any type or even ‘form’ of competition. Perhaps the single most advantage they hold over their rivals is the impossibility of placing them into a category, with no rankings or true market comparison. They simply produce at the highest level, on the projects they seem to only ‘choose’ to take on.
While publicly traded companies and complex organizations feign at the thought of specialization, these companies soundly reject the notion that scale is inherently impossible in the niche ‘system’ of commerce.
The following examples should surprise no one in that most are creative endeavors. This reinforces my assertion that all organizations should embrace creativity as a core value and guiding priority. And i’m exploring empirical evidence of this for a follow up newsletter
After all, I think most would agree that Walt Disney could have easily taken Microsoft or GM to apex levels just as he did with Disney. Some would argue, his creative spirit is what posthumously guides them still today.
Here are a few super niche companies I have been enamored with over the years:
I first learned about this creative agency back in 2017 when I was doing some mindless google rabbit holing about the new hit show on Netflix, Stranger Things. Like most, I was enthralled by the show. I loved the plot lines and the actors, but most of all, I loved the 80’s nostalgia. I remembered being completely hooked by the opening sequence, the sounds, the camera angles and the font, yes THE FONT of the title. It gave me chills and invoked a visceral feeling simultaneously of childhood and suspense. I really needed to know what font that was and if it was used somewhere else in my life so I started to google. That’s where I found my all-time favorite ‘Super Niche’ company in Imaginary Forces. They specialize in creating title sequences for movies and t.v shows. Something most take for granted and would never know was a completely separate endeavor from the creative entities that produce the actual features. This outsourcing happens a lot in film apparently, something I’ve come to understand, but this agency has figured out a formula for the moments of a movie or show that grab you, that make the hairs on your neck stand up. I assume their issues with “scaling” have been superseded by scarcity and demand. They produce at an insanely high level and there are only so many hours in a day, thus, I am sure production companies pay a premium. A true business model to emulate.
How more “niche” can you get by starting a company that will only have one client? Back when George Lucas’s vision was becoming a reality, he didn’t think any of the outfits operating in the space could achieve his technical requirements or have the creative acuity to pull off the grandeur that he demanded in his films. So, he created his own company, with the sole purpose of delivering the special effects for Star Wars. Obviously, the rest is history, but it is another example of a collective group of people, with a very select and specialized set of skills, creating a super group of unimaginable production at the time. This ‘niche’ truly became an industry and inspired many others since, spawning projects and other billion dollar niche companies in its wake. After all, in the end, they are a master class in innovation for CEO’s and Brands.
Another creative agency that has positioned itself as a leader in the niche market of “visual illustrations”. I first learned about them through their most recent work with Gore-Tex. After exploring their work and background it began to click that they have a unique ability, a niche, if you will to take complex information and disseminate it through easily understandable visual representations. In a world of competing viewpoints, noisy news and unlimited data, this skill will prove to be valuable across a wide spectrum, from technical clothing to political campaigns. Their niche is also expanding as they add talent to capture the ever popular animated television and film markets boosted by frenetic acquisitions of new and original content by streaming services like Netflix, HBO and Apple.
I see niche companies as the ultimate business model that defies the norms with creativity at their core. But can creativity guide decisions in conservation or science?
Most would say that an obsessive, singular focus, although rising to the highest quality among their peers, lacks the kind of diversity to survive the slightest turmoil. But, I see it differently. Eliminating the outside forces and distractions that so many organizations have, allows creativity to flourish. And creativity, as it turns out, isn’t just for making pretty paintings and music, it also plays a most important role in problem solving and the resiliency of a company. And while most companies today have their wide network of financial, marketing and leadership experts, only few place such an importance on the creative aspect of each and every role within the organization. Conservation or otherwise.
So, what is your niche? What other Super Niches can you think of? Is there room for creativity in conservation or our public lands? How many times did I use ‘niche’ in this newsletter? Comment below or tweet @timbrlane
TWIB Notes:
I really enjoyed this read from Dr. Giulio Boccaletti on the value of nature. It is one of many voices that needs amplified if we are to bring mass appeal and understanding of the financial impacts of neglecting the natural world.
One of my favorite mentors told me one time, after I complained that my boss wasn’t being transparent, “You don’t want transparency, you want trust”. It took me a couple months to understand but I couldn’t agree more. I don’t care how the sausage is getting made in the financials, but I care that the people doing the cooking are fair, decent and doing the right thing for all of us. This Fast Company article touches on trust being exposed during the times of Covid.
Some MSM love in the New York Times on Impact Investing and ESG performance
This week in art inspired by nature: