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Riches in Niches: How to Make it BIG in a Small Market Hardcover – May 10, 2007
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"Nichepreneuers, the term Susan Friedmann brilliantly coined, defines a powerful mindset that has become the giant killer strategy for small business successG.This is the 'must read' business book of the year." --Rick Segel, CSP, author, The Essential Online Solution and The Retail Business Kit for Dummies
From the Back Cover
"Susan shows how focusing on a niche will help you become rich. Packed with valuable, hands-on information, Riches in Niches is a must-have book for every entrepreneur--or Nichepreneur!"
--Dr. Ivan Misner, founder of BNI and New York Times best-selling author of Truth or Delusion?: Busting Networking's Biggest Myths
"I'm a real believer in niche marketing. I think it's responsible for my success as a professional speaker. Susan Friedman has written a superb book that will make you see your career in a new light and lead you on to even greater success."
--Roger Dawson, author of Secrets of Power Negotiating
"If you want to transform yourself from one of a million to one of a kind, you need Riches in Niches! This book tells you exactly how to stand out in a crowded marketplace--and profit from it!"
--Steve Waterhouse, CSP, author of The Team Selling Solution
"Susan Friedmann has written a "from rags to niches" book which proves why she's the master of small markets. Riches in Niches is an invaluable work which shines light into every crevice, corner, and choice you'll find in smaller markets. The markets are small, the book is huge, your potential after reading it is vast."
--Alan Weiss, Ph.D., author of Million Dollar Consulting
"At last, a book that addresses the key to contemporary marketing. Nichepreneuers, the term Susan Friedmann brilliantly coined, defines a powerful mindset that has become the giant killer strategy for small business success....This is the `must read' business book of the year."
--Rick Segel, CSP, author of The Essential Online Solution and The Retail Business Kit for Dummies
"Break through the clutter and be bold. Great advice for a powerful business development strategy." --Randy Gage, author of Why You're Dumb, Sick & Broke...And How to Get Smart, Healthy & Rich!
"Using real-life examples from countless success stories, Susan Friedmann has written the definitive step-by-step manual on how to make the most of your expert identity and succeed in a small market. Reading Riches in Niches will give you the golden keys you need to focus your specialty and control your destiny."
--Laura Stack, MBA, CSP, author of Leave the Office Earlier
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When I was quite young, I excitedly told a mentor about several new things I was doing. His advice to me was to pick one and do it well. Since then, I have seen the wisdom of that advice proven time and time again. It is better to do one thing well than to do many things poorly. That philosophy is the underpinning of this book.
But it's not a rah-rah book that spends a couple hundred pages making the same point over and over. You've probably read such books. Whenever I have finished such a book, I wonder if the author has ever really put the advice to use. There's no "how to get there from here." Riches In Niches lays out a 7-step plan anyone can follow, plus it provides a ton of useful references. Throughout the book, you'll find short case histories that each illustrate a point.
The first chapter introduces us to the author. We learn why Friedmann chose the path she did, and we get to learn from her mistakes. The next chapter provides a detailed explanation of why it's better to pick a specialty than to try to be all things.
Chapters Three and Four lay the foundation for understanding how niches work. The next seven chapters (Five through Eleven) provide Friedman's seven-step plan. Chapter Twelve ties it all together and provides some additional insights. In the back is an extensive "Recommended Resources" section that, in itself, justifies buying the book.
Friedmann writes in a style that reminds me of a transcript of a public speech. This should not be surprising, as she is an accomplished public speaker and is, in fact, a National Board Director of the National Speakers Association.
Grammarians will give her a few red marks here and there, but those little errors don't seem to slow the book down. I think they just serve to illustrate one of the points Friedmann made in her book. Don't let perfectionism stand in the way of excellence and accomplishment. For many entrepreneurs, this is a nearly insurmountable barrier. It's the number one reason small firms tend to stay small.
You'll find other pearls of wisdom, plus practical advice on how to implement them, in this book. If you're already a niche player, that's great. You may find you can improve your game after reading this book. The same goes for someone who's an employee in a corporation. Don't be a commodity. Command an image of high value, instead, and reap the rewards.
If you cannot find a niche and dominate that niche, you better dust off your resume and find a job. Business is too competitive for the generalist to really make a mark anymore. If you truly want to reap the rewards that all entreperneurs dream of, you need to find a niche and become an expert in that niche.
Fortunately you don't need to go it alone. Susan Friedmann has given us a very readable, content rich, step by step manual to help us identify our strenghts and select a niche that is right for us. She also gives us guidance in how to position ourselves, how to effectively market ourselves and use the media to build our business.
Actually she covers everything you need to know to separate yourself from the crowd and build a business that will command premium compensation. The expert always gets paid more - even for the same advice.
The book is well written and easy to read. At the end of each chapter is a "nugget of wisdom" and a "Susan's Speedy Summary" which allows the reader to refer back to the lessons contained in the chapter.
The book is primarily written for the service professional, but the principles apply to any business.
If you truly want to build a successful business, you would to well to read and apply the lessons contained in Riches in Niches.
This book has so much valuable material within its pages, it would easily fit into a two week intensive hands-on workshop, and then some!! This isn't a book you just read and put down - practice what she'd taught you and you'll be set for life.
Riches in niches is a book that takes away all the excuses of why you think you can't be rich in your niche.