Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast · Louis Grenier | Marketing & Branding

How to Find Undiscovered (Yet Profitable) Niches

·51 min·3 clips

Positioning is part of the CEO’s identity, not a task for the marketing intern.

1. Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast centers this episode on how Emily Omier found an overlooked niche in positioning for open source companies. 2. Louis Grenier hosts, and Emily Omier is the guest because she helps open source startups with positioning and commercial strategy. 3. The core question is how Emily moved from general marketing work to a niche where her fees rose fivefold. 4. Emily says positioning is not 'just a marketing thingy' because it shapes company identity and cannot be delegated to a marketing intern. 5. She argues that founders must own positioning because marketing alone cannot command product, sales, and engineering to change course. 6. Louis recalls his Hotjar experience, where the company shifted from 'all in one analytics and feedback' to 'behavior analytics.' 7. Emily says the first sign of a bad positioning process is when the CEO and the marketing lead hold different views of the company's point of view. 8. She says the right process includes founders plus representatives from customer-facing teams like sales and support. 9. Emily describes a turning point when a white paper project exposed a split between a VP of marketing and the CEO. 10. That mismatch pushed her away from content writing and toward helping companies 'get their ducks in order' on a deeper level. 11. Emily says '90% of business is balls' because business requires saying, 'I have an idea that's valuable.' 12. She frames selling as asking people to listen, try a product, or pay for a service while risking rejection. 13. Her early attempt at iPod-based tour guides failed because the idea had almost no marketing behind it. 14. A second failure came with an online magazine for learning English, which she says also never made revenue. 15. She says journalism school damaged her relationship with money and helped push her toward freelance work that paid better. 16. A therapist reacted strongly when Emily said she had made $1,000 in a month while caring for her daughter after her husband died. 17. Emily explains that her technical niche began with Cloud Native and Kubernetes because she could explain complex software to business audiences. 18. She says open source company positioning is more complex because the company has both an open source project and a commercial offering. 19. The conversation is direct, reflective, and practical, with Louis using follow-up examples and Emily answering in a blunt consulting style. 20. People working in B2B positioning, open source, or founder-led companies will get the most from it; pure product-marketing generalists may skip it.

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