You Don't Need A Niche



Welcome to another new blog from Scott Rattigan, the founder of Functional Lawyer and co-founder of Origins Incubator...

Today, I want to challenge a prevailing belief in the world of functional medicine: the idea that success hinges on finding the perfect niche. Not everything you learn from marketers is accurate, and I'm here to share my insights on why you don't need a niche to thrive in functional medicine. Let's dive into it and discover how you can build a successful practice without pigeonholing yourself.

The Generalist Advantage

Just like starting college without a predetermined major, I believe in beginning your functional medicine journey as a generalist. The key is to be a good provider and help those seeking your expertise. Operating as a generalist initially allows you to explore various avenues within functional medicine and practice with a diverse clientele.  Why would you start off by pigeonholing yourself? Instead, consider marketing your expertise broadly to help as many people as you can.

Marketing without a Niche

In my experience, effective marketing is crucial for success. Instead of focusing solely on specific conditions or outcomes, I encourage practitioners to communicate how they can help different individuals in terms of marketing the broader benefits of their services. For example: rather than stating the ability to lower blood pressure, highlight the potential to restore vitality or regain confidence.

Painting a Picture of Success

To inspire lifestyle changes, I suggest painting a vivid picture of the ultimate goals clients can achieve. For instance, when dealing with conditions like IBS, emphasize experiences like deep-sea fishing or road trips without restroom concerns. Creating a vision of the positive lifestyle changes that can result from functional medicine interventions helps motivate clients to make necessary adjustments.

Finding Your Path

While I challenge the myth that a niche is a prerequisite for success, I acknowledge that practitioners may discover preferences over time. Drawing from personal experiences or overcoming health challenges can be a powerful way to connect with a specific patient population. This doesn't mean you have to limit yourself to your own stories, but it can serve as a valuable shortcut for those looking to define their niche.


In conclusion, my journey in functional medicine has taught me that a niche is not indispensable.

  • Embrace the generalist approach,
  • market your services effectively,
  • and focus on the broader benefits of your interventions.

While finding a niche can be beneficial for marketing purposes, it's certainly not a prerequisite for success. As you evolve, you can discover your preferences and refine your focus, but remember – the journey often starts without the need for a predefined niche. I'm excited for you to embark on this rewarding journey in functional medicine, and I am here for you along the way. 

To stay up to date, be sure to subscribe to my YouTube Channel, and, in the meantime, stay tuned for the next blog and video!


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