Here’s Why Finding Your Niche Is Essential For Business Growth

There is an overwhelming amount of noise in the media today. Between social media, advertisements, the news, and more, businesses are competing for consumers’ attention at every turn

In this competitive economy, companies using similar marketing strategies and messaging all blur together. Smart businesses narrow their focus and differentiate themselves to create a market of their own, so consumers see them as the obvious – or only – choice. 

This is why finding a niche is essential in business. By default, we are more concerned with larger follower counts, bigger audiences and broad platforms. Refining your offerings can feel daunting and perhaps even like you are confining yourself, but when you find that niche – that market of your own – the results prove themselves.

Michael Mogill founded his company Crisp Video at the age of 26. He had a broad vision and wanted to transform industries with video production. He soon realized that he needed to hone his focus in order to scale his company. 

In nine years, Mogill has grown his company Crisp Video from a $500 solo mission to a $50M enterprise.  

How did he do it? He found his niche.

He narrowed Crisp’s target customer base to law firms and decided the company’s mission would be to help firms achieve unreasonable growth by implementing the business and marketing strategies often overlooked in law school. Crisp’s video roots remained intact with video as a significant tool in firms’ marketing stack. 

Once Mogill made the change, Crisp’s revenue jumped to $850k in year one. Today it’s the country’s top law firm growth company and has driven more than $250 million in revenue for clients. 

Crisp pioneered the legal industry’s top coaching and workshop programs engineering accountability and success, and complements it with world-class video production and relentless digital marketing that helps clients garner high-value cases in competitive markets. 

Mogill’s success story proves how essential for entrepreneurs and business owners to focus their efforts instead of trying to be all things for all people. 

Crisp will host its first annual virtual EVOLVE Summit – marketed as the world’s largest law firm growth conference – on June 24 and 25. Mogill – alongside marketing expert Seth Godin; Marcus Lemonis, entrepreneur and host of CNBC’s “The Profit;” and several others – will share the roadmap for achieving exponential growth. 

The virtual EVOLVE Summit promises to deliver entrepreneurial law firms one-of-a-kind programming that will empower owners and their teams with a strategic plan to ramp up their marketing, align personnel, and catalyze personal and professional growth. 

Event sessions include how to create a resilient organization; growth strategies and leadership advice from the fastest-growing law firms; blueprints for consistent lead flow to attract the highest-value clients, even in difficult times; secrets for hiring, retaining, training and engaging top talent; and how to deliver a world-class experience that turns clients into loyal advocates. 

After the difficult year 2020 proved to be for many businesses, getting a competitive edge for your firm by learning how to distinguish it from the masses might be the difference-maker you need for 2021.  


Jordan French is the Founder and Executive Editor of Grit Daily. The champion of live journalism, Grit Daily's team hails from ABC, CBS, CNN, Entrepreneur, Fast Company, Forbes, Fox, PopSugar, SF Chronicle, VentureBeat, Verge, Vice, and Vox. An award-winning journalist, he is on the editorial staff at and a Fast 50 and Inc. 500-ranked entrepreneur with one sale. Formerly an engineer and intellectual-property attorney, his third company, BeeHex, rose to fame for its "3D printed pizza for astronauts" and is now a military contractor. A prolific investor, he's invested in 40+ early stage startups through 2021.

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