How business coach Nikhil Paul helps companies grow by going narrow, not wide
Most business owners think scaling means reaching more people.
Nikhil Paul says it’s the opposite.
In this week’s Outside Insights, my longtime friend and small business growth coach shares why the fastest path to growth is going narrow, not wide—and how identifying your cult customer can transform your business.
“You don’t need everyone to get to the top. You just need a small, cultish base that loves you, forgives you, and tells everyone about you.” – Nikhil Paul
Your cult customer is the one who:
- Pays you the most
- Forgives you when you mess up
- Loves your product so much they can’t stop talking about it
When you know exactly who they are—and build your business around them—you stop chasing everyone, and start leading someone.
We explore:
- What CrossFit, Costco, and Patagonia can teach us about niche obsession
- Why embracing your “weirdos” can turn a company into a movement
- The pen-and-paper exercise that reveals your cult customers in 10 minutes
- How doubling down on your core audience can let you break industry rules and still win
Along the way, Nikhil shares real-world stories—from Death Wish Coffee’s “too strong” gamble to Solé Bicycles’ pivot from exercise gear to lifestyle brand—that show how focus fuels profit, loyalty, and freedom.
If you’re trying to scale beyond $5M, reconnect with your company’s heart, or cut through the noise, this episode will give you the clarity—and courage—you’ve been looking for.
🎧 Listen to Episode 63 now
📩 Share this with a founder or leader who’s ready to grow by going narrow.
Until next time, friends,
Chris
If this conversation resonates, forward it to a friend or colleague. Insight is meant to be shared.
This episode of Outside Insights is brought to you by Placers — a values-led staffing and workforce solutions company helping businesses and individuals reach their highest potential. Whether you’re looking to build a more flexible workforce or take the next step in your career, Placers is your partner in creating what’s next. Learn more at myplacers.com.
If you found this conversation with Nikhil insightful and valuable, make sure to subscribe to Outside Insights, with the links below, for more enriching discussions on entrepreneurship, creativity, and mental health. Join our community of entrepreneurs and thought leaders, and let’s grow together! You can subscribe to the podcast wherever you find your podcasts and on YouTube.
If you enjoyed this, I recommend listening to these past Outside Insights Podcast episodes:
Reset Your Journey — How One Family Traded Comfort for Freedom – Episode 63
From Engineer to CEO: The Calculated Risks That Built a Business – Episode 62
Born to Be Made: Building the MUSCLE of Leadership with Dr. Bryan Deptula – Episode 61
Want to receive Outside Insights in your inbox?
Listen to the Outside Insights Podcast
Placers ‘Acts of Kindness’ Promise To Job Seekers and Businesses
Placers provides career coaches, job agents, resume writing, and interview preparation services for job seekers. We are a coach to the workforce.
We offer a range of employment opportunities, including professional roles, temporary positions, temp-to-hire options, direct-hire openings, and contract work, catering to all experience levels and current employment challenges.
Placers is also a consultant to businesses. Companies that would benefit from a revitalized 90-day plan should contact us.
For 51 years, Placers has been an industry leader in staffing. Leadership is about service, and our focus is to serve. This commitment to service sets us apart and is our promise.
Take advantage of these complimentary offerings. Click here and complete the quick form.