Hi. It’s mid-July, so as typically happens to me every year at this time, my left brain has gone on vacation. It’ll be back before too long as I work on a column about finding more click volume for your campaign when it just doesn’t seem possible. In the meantime, the right brain (“you can call me Dr. Nick”) is firmly in charge. What better time than now to trot out an existential dilemma: how big should your niche be? Related to that: how excited should you be about your products, and other products you don’t yet sell but probably should? Is small really the new big? In some categories of offline retail, we’ve had conclusive answers to such questions for decades. Huge investments in new (larger) stores, and/or increasing the density of locations, were big (correct) bets placed by winning U.S. grocery chains (like Kroger) and drugstores (like Walgreens), as shown in Jim Collins’ Good to Great. Sticking with the old narrower selection was … [Read more...] about Should You Expand Your Retail Niche?