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The Power of Niche: What Gillette Can Teach You About Marketing Your Business Idea

The world doesn’t know it needs your product... until you show them.

The Power of Niche: What Gillette Can Teach You About Marketing Your Business Idea

Here’s something I’ve been thinking about: sometimes, the more you niche down—the better. I mean really niche down. So specific that it almost feels absurd. That level of focus can actually work in your favor.

One of my favorite case studies? Gillette.

Most people don’t realize this, but before safety razors existed, the world ran on straight razors. That was the norm. No one thought they needed anything else. Then along came King Gillette (yes, that’s really his name—how perfect is that?), who introduced a razor with a disposable blade and a handle.

At the time, it was radical. People didn’t even know they wanted that. But through smart marketing and clever product design, Gillette didn’t just create a product—he created a new habit. A whole new way to shave.

And here's the twist: after years of dominating with safety razors, the trend eventually started shifting back to straight razors. Nostalgia, craftsmanship, minimalism—whatever the reasons, it came full circle.

What’s the takeaway? It’s all marketing. Your job isn’t just to build something people already want. Sometimes your job is to show them why they need it in the first place.

So if you’re launching something niche—don’t shy away from that. Share it. Test it. Refine it. And above all, learn how to tell the story that makes people care.

Because sometimes, the world doesn’t know it needs your product... until you show them.

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