Levels and Lanes: A Better Alternative to Niching Down
You’ve probably heard it a million times: “Find your niche.” But if you’ve read my article on why you don’t need to niche down, you know I don’t buy into that hype. Niching can put you in a box. It limits your growth and flexibility.
Instead, there's a smarter approach—Levels and Lanes. This isn’t about narrowing yourself. It’s about meeting clients where they are (levels) and guiding them through the right path (lanes). You can go deep. You can still specialize. But you won’t limit yourself. You won’t limit them.
What Are Levels and Lanes?
Levels show where your clients are right now—and where they want to go. Think of it as their starting point and end goal. Some clients need foundational help, while others are advanced and need higher-level strategies. Your job? Figure out which level they’re on.
Lanes are the different paths you offer to help them get from point A to point B. These are the services or solutions you deliver. Importantly, you don’t have to cover every lane. Just focus on the ones where you excel. It’s about offering value without spreading yourself too thin.
Step 1: Find Their Level
Don’t assume your client’s starting point. First, figure out what level they’re on. Are they just getting started, or do they already have traction? This changes everything. A beginner needs a different solution than someone scaling their business. Ask questions. Dig deep.
Know the level of the client you want to serve.
Step 2: Understand Their Goal
Once you know their current level, get clear about their goals. What level do they want to reach? Some clients want quick wins, while others are ready for advanced strategies. This is critical because it informs the next step.
Step 3: Guide Them to the Right Lane
Here’s where lanes come into play. Based on their level and where they want to go, you’ll guide them to the right solution. Remember: you don’t need to do it all. If you’re great at content marketing but not a wizard at paid ads, don’t offer both.
Focus on the lanes that you’re good at. Let other experts handle the rest.
This brings it back to the heart of why niching down isn’t always necessary. You can serve clients at multiple stages, offering the right lanes without becoming a jack-of-all-trades. It’s a smarter, more dynamic way to work.
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Why Levels and Lanes Beat Niching Down
Flexibility – Levels and Lanes give you the ability to help more people without getting stuck in one niche. You can serve clients at different levels and adapt your solutions to fit them.
Depth Without Limits – Niching down forces you into a tiny space. With Levels and Lanes, you still go deep, but without limits. You can offer real, specialized value without feeling like you’re boxed in.
Long-Term Relationships – The Levels and Lanes approach lets you grow with your clients. As they progress, you stay relevant. As they level up, you guide them to the next lane. This creates loyalty.
Focus on Strengths – You don’t need to do everything. Stick to the lanes where you can deliver the best results. Don’t burn yourself out trying to be an expert in every area.
Example of Levels and Lanes
Let’s say you’re a consultant helping small business owners grow.
Level 1 Client: They’re starting out. They need foundational systems and help getting traction. The lane the need could be paid lead generation, SEO, or validating their offer.
Level 2 Client: They’ve got systems, but now they want to scale.The lane they need might be recruiting or leadership coaching. Or it might be more paid ads.
Level 3 Client: They’re established but want to hit seven figures. The lane could be sales coaching or additional product/offer development.Each level needs a different lane. You don’t need to offer every lane. Stay in your strengths, and guide them through the ones you’re best at.
Each level needs a different lane. You don’t need to offer every lane. Stay in your strengths, and guide them through the ones you’re best at.
How to Identify Your Lanes
Not sure which lanes are yours? Ask yourself:
Where have I gotten the best results?
What problems am I uniquely qualified to solve?
Which services feel natural to offer?
You don’t have to cover everything. Focus on your best lanes and master them.
Conclusion: Levels and Lanes Win
Niching down might work for some, but it’s not the only path. Levels and Lanes give you flexibility and depth without limiting your potential. Your clients get the specific help they need, and you get to stay in your zone of genius.
Find people who want to level up.
Identify their current level.
Guide them to the right lane.
And remember—you don’t need to cover every lane. Just focus on what you’re best at. This approach keeps your business growing and your clients happy.
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