When most of us think about starting or running a business, we tend to be product-focused – if you build it, they will come. In his excellent book, Choose, Ryan Levesque turns this conventional thinking on its head. 

Instead of focusing on the “what” to sell, Levesque focuses on the “who” to sell to. Using a digitally based online education and training model as his preferred business, Levesque takes you through a set of tactical and practical steps to identify the target market using 21st Century methods.

His approach using a Google Trends “Rosetta Stone” was particularly enlightening. He was able to identify sweet spot nices online that help rule in and out different topics for the “what.” Because this identified the “who” based on search volumes, you have a Goldilocks-sized niche to work.

The Kindle version also links to many supporting worksheets and decision aids, and the process is spelled out step-by-step for you to follow. The book certainly doesn’t tell you what to sell, but it does help you identify the topic and the target marketing size.

Following the process, Levesque lays out in Choose; will dramatically reduce your risk in starting up your business. When I ran through some of my passions, it was easy to identify several niches that fit his “Rosetta Stone” and it allowed me to choose an exciting niche that was part of my passion. 

Best part of the book? It is cost-effective, easy to read, and follows a straightforward path. Before starting any online business, I strongly recommend reading Rayn Levesque’s Choose and applying the process to your business idea. You will not be disappointed.