You are not your niche

Carl’s latest article, Is the way you identify your business limiting it?, struck a deep chord with me. The railroad analogy is powerful—not just in how it applies to business strategy, but in how it quietly mirrors something I see in nearly every entrepreneur I work with:

We over-identify with what we do, instead of honoring who we are.

We say:

“I’m a coach.”

“I’m a creative.”

“I only work with [type of client].”

“I don’t do sales.”

“I’m not technical.”

These might seem like harmless statements, but they often act like internal walls. And like the railroad companies who refused to evolve into logistics providers, we unknowingly box ourselves into roles we’ve outgrown.

Identity vs. Energy

In Human Design, we explore the difference between form and frequency. Your job title, your business model, your niche—these are forms. They’re useful, but they’re temporary. Your energy, your truth, your unique blueprint—that’s what endures. That’s what leads.

You are not your niche.

You are not your offer.

You are not the method you learned in a certification program five years ago.

You are what you’re becoming.

You are what lights you up.

You are the frequency that pulls others in—not because of your label, but because of your alignment.

Strategy Will Only Take You So Far

You can have the best marketing plan in the world, but if your energy is stuck in a box you’ve mentally outgrown, your audience will feel it.

And if your identity is so wrapped up in being “the coach who does XYZ,” you might miss the evolution that wants to happen in your work.

Just like logistics companies looked at the broader need and expanded their vision, entrepreneurs who thrive tend to ask:

“What’s really needed here—and how can I evolve to meet it?”

A Living Business Requires a Living Identity

Your business is not a static brand. It’s an extension of your own transformation.

It’s okay to change directions.

It’s okay to integrate your many gifts.

It’s okay to step into a bigger role than you originally envisioned for yourself.

Human Design reminds us that alignment isn’t something you define once and follow forever. It’s something you feel into, moment by moment, as your body, intuition, and inner knowing guide you forward.

A Question to Consider:

• Where might you be clinging to an identity that once felt empowering… but now feels limiting?

• What if releasing it is the very thing that allows your next level to find you?

This reflection is just the beginning. I’ll be expanding on this theme in the CreateCoachConsult forums soon, where we’ll explore how different Human Design types can navigate identity shifts in business and how to recognize when you’re outgrowing your own container.

Let’s keep the conversation going.