Stop Fishing in the Ocean. Find Your Cove.

Why Entrepreneurs Win Faster by Serving Smaller Markets, Not Bigger Ones

Entrepreneurs love to talk about competition. Many even wear it like a badge of honor: "I'm going to enter the market and take on the big players."

But here's the truth most people won't say out loud: most entrepreneurs are out there fishing in the open ocean with a dinghy... while their competitors are captaining fully loaded commercial vessels.

They've got:

• Bigger boats
• Better gear
• Crews who know every nuance of those waters
• And decades of experience understanding exactly what the fish want

And meanwhile... you're rowing. Hard.

Is it any wonder catching anything feels impossible?

Blue Ocean Strategy... but More Realistic

There's a famous book called Blue Ocean Strategy (by W. Chan Kim and Renée Mauborgne). The idea is brilliant:

Instead of fighting over the same customers in crowded markets ("red oceans"), create uncontested market space ("blue oceans").

Powerful concept. But let's be real. The ocean is huge, and "go invent an entirely new market" can feel overwhelming, especially for the entrepreneur who's just starting or reinventing their career later in life.

So here's a more approachable version...

You Don't Need the Ocean. Find a Cove.

A cove is different. A cove is small, calm, protected... and forgotten.

The big boats can't get in. Not because they don't know about it, but because it's not worth their time. They're built for massive waters and massive catches. They can't maneuver in tight, intimate spaces even if they wanted to.

And that's where you win.

Because inside that cove?

There are fewer fish...

They're smaller than the trophy fish in the open ocean...

They're overlooked and underserved...

But every single one of them is yours.

They're not comparing you to the mega-boats. They're not overwhelmed by a hundred choices. They're grateful someone finally showed up for them, the fish who never belonged in the chaotic, crowded ocean in the first place.

And here's the kicker:

Those smaller, overlooked fish will feed you and your family extremely well. Often better than trying to snag one giant fish in the ocean ever would.

Your Cove = Your Niche

Too many entrepreneurs pick broad markets:

"I help small businesses." "I help people get healthier." "I help leaders communicate better."

Those are oceans.

Your cove is something like:

→ "I help introverted founders make their first 10 sales without feeling salesy."

→ "I help first-time entrepreneurs in their 40s and 50s overcome fear and finally start the business they've dreamed about for years."

→ "I help busy teachers create online course income without quitting their job."

Smaller? Yes. Less competitive? Absolutely. More profitable? Way more.

Because in a cove, you're not competing. You're serving.

Why Coving Wins

Because in your cove:

• You become the obvious choice.
• You get traction faster.
• You build a loyal following.
• You grow by word of mouth.
• You craft offers that actually resonate.
• You stop comparing yourself to people with bigger boats.

And the people you serve? They finally get the guide they've been waiting for.

If You're Struggling Right Now...

It's not because you're not talented. It's not because you're too old. It's not because you don't have the right tools.

You're just fishing in the wrong waters.

Find your cove. Get quiet. Serve deeply. Grow steadily.

Those "small" fish? They will give you more than you can handle.

This article first appeared in my LinkedIn newsletter, Approachable Entrepreneurship.

Want help finding your cove?

Start with the Unique 3, a simple framework for pinning down your unique person, their unique problem, and your unique solution. It's laid out in The Hidden Reason Your Business Feels Generic. And once you've found your cove, How to Sell When You Hate to Sell will help you talk with the people in it in a way that feels like you.

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