Why Saying Yes to Everyone Is Killing Your Agency's Growth
If you've ever said 'we can do that' to every client who walks in, this episode is your wake-up call. Jason breaks down why niching down is the fastest path to becoming the obvious choice.
If you’ve ever said “we can do that” to every client who walks in, this episode is your wake-up call. Jason breaks down why niching down is the fastest path to becoming the obvious choice — and why being a bit of everything for everyone means you’re actually nothing for nobody.
When Jason set out to build B2B Better, he committed to being specific on two levels: who they serve and what they do. Not just B2B — because B2B is a hemisphere. They went one layer deeper: service-based businesses. Consulting firms, agencies, system integrators, compliance specialists. Companies that sell expertise, not products.
The same principle applies to podcasts. When a client says they want to launch a show, Jason’s first question is: what’s your superpower? Here’s the formula: “This is a podcast about X, and unlike other podcasts about X, only we do Y.” Most B2B podcasts fail this test. There’s no “and.” There’s no reason to choose you. Add the “and” and everything changes.
One show in the B2B Better portfolio — Data and Biotech — is “a podcast about data science, and unlike other data science podcasts, only we explore it through the lens of biotech manufacturing.” Suddenly if you’re a data scientist in biotech, there’s only one show for you. That specificity drives 75–80% episode completion rates, nearly double the industry average.
Key Takeaways
- Why B2B isn’t a niche — it’s a hemisphere — and how to go one layer deeper to find your real positioning.
- The superpower formula for podcast positioning: “a podcast about X, and unlike other podcasts about X, only we do Y.”
- How specificity drives engagement — the Data and Biotech example with 75–80% completion rates.
- Why the fear of niching down is real but unfounded — the funnel gets narrower at first, but the people who raise their hand are perfect fits.
- How niching compounds over time: pricing power, referrals, close rates, and a genuine competitive moat.
- The four-step framework to choose your niche — look at your best clients, validate the economics, test your thesis, then commit hard.
Chapter Markers
- 00:00 The “we can do anything” agency problem
- 01:00 Why B2B isn’t a niche, it’s a hemisphere
- 02:00 Choosing service-based businesses as the core niche
- 03:00 Selling expertise, not products: why podcasts fit perfectly
- 04:00 Video-first podcasts and the full service offering
- 05:00 The superpower formula for podcast positioning
- 06:00 Data and Biotech: the power of the “and”
- 07:00 75 to 80% completion rates and what resonance looks like
- 09:00 Addressing the fear of leaving money on the table
- 10:00 How niching compounds: pricing, referrals, close rates
- 11:00 Four-step framework to choose your niche
- 13:00 Resonance is a revenue metric, reach is vanity
