Niche by James Harkin

by Paul Simister on April 30, 2011

Every now and again a book comes along that makes me question why I read so many business books and “Niche: Why the Market No Longer Favours the Mainstream” by James Harkin is such a book.

Niche by James Harkin

Niche book cover

I was excited when I saw it in Amazon but I made a huge mistake in buying it.

Review of Niche by James Harkin

I began to read, eager to find out why the middle market has collapsed in many markets but the more I read, the more I despaired.

It’s what I call intellectual claptrap and I am astonished at the positive reviews on Amazon.

I read with a pencil in hand, ready to underline or asterisk anything that I want to note.

I gave up at page 110 because I wasn’t marking anything, other than a couple of companies I want to check out on customer profiling.

I suspect that there is an interesting book in there but as far as I’m concerned it is struggling to get out.

I do believe that there are hidden persuaders which influence us, either intentionally or often unintentionally, and change society.

Niche Is Too Wide-Ranging

The book is wide ranging both in terms of topics covered and in history. In fact I think that’s part of the problem. It moves around so quickly that it is difficult to follow the thread of the argument and I found jumping around the times to be extremely irritating.

A book that I advise any pragmatic entrepreneur or small business owner who is looking to develop a niche to avoid.

Will I go back to the back?


In some ways I hate to leave a book unfinished but I’ve had more than enough of this book for the time being.

Am I Right About Niche?

Do you agree with me and my thoughts on Niche?

Does the book suddenly turn the corner and get better?

Paul Simister is a business strategy coach who helps small business owners to profit from differentiating their businesses, being distinctive in the eyes of their customers and standing out in a crowded marketplace.

You too can move past your profit tipping point by answering the seven big questions of business success.

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