[tluyben2]

I had this experience early on (1998 around) when I accidentally stumbled on a rich client who was very religious and introduced us to his church where almost all men were rich business guys (only ceo's, investors and their families etc). It was a great niche money wise, but as my co-founders and myself were (and are) atheists, we really couldn't work with them as they continuesly mixed religion with business and we cut ties after a few projects.

But it is a good idea I think if you can get into a large (enough) group of a certain demographic that doesn't bite (too much?) with your own beliefs and values.

[lurkervizzle]

Think this is a great reinforcement of also requiring a guiding mission to what you do - otherwise it won't feel authentic.

So if your niche is for example custom IT security services for religious, well off business folks, if you don't align and empathize with that niche (e.g., you're an atheist), even if it's a monetary opportunity, you're going to feel dissonance.

At a broader level, this is why I think aligning with your company's mission helps when people can do that vs. taking a more agnostic approach to where you work.

[mrcheesebreeze]

also if you are in one of those demographics it can be even better.

you would have a level of rapport inherently with those people and can make those connections even easier.

[solidgiant]

Yes agreed. I've seen this work well countless times over the last 15 years in business. Which is what is leading me to do more of it.