Be General and compete, Go Niche and Survive. When you Niche, you stand out from the crowd, you market yourself differently, your clearer on the type of client you want to serve. It also mentally more challenging - FOMO. Specialising as a Critical care Nurse required allot more study, more time learning, but now the opportunities are plenty for work. Developing your Niche market for your business is time well spent. This insight allowed an opportunity to step away from FOMO instead focusing on the types of people to serve and who to market to.