The risk of falling too hard into a niche:

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We love our niches. We’ve been told to seek them out since we were kids. Find your people and everything else will fall together! And I’m not saying that our people aren’t important, in fact, they are one of the most important things in our lives. All I’m saying is that we don’t want all our people to be exactly the same, just like we don’t want all our creative work to be the same, or all our habits to stay exactly the same.

We’re human beings, we don’t make progress or grow if we just do the same things over and over again.

If you find people who are too much like you, or only enjoy work that is exactly like the work you create, you’re not going to change any. You’re not going to be pushed to grow, you’ve never going to need to step outside of your comfort zone. You’ll create a beautiful little bubble around you and you’ll never be challenged. It might sound nice in a lot of ways, but without being challenged we will never achieve more than we are now. Without being pushed outside our comfort zone we’ll never learn that we do better work there. We’ll never learn that our people weren’t helping us but holding us back. We’ll never know that we can be more.

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