[PODCAST] EP021 – Shelley Rostlund & Evelyn Starr

Niching brings abundance and alignment with your purpose

Jun 9, 2023 | Brand

What if your specialism is linked to your purpose?

I know your time is valuable. These show notes give you the gist of the episode, what is covered, any links or resources talked about in the show, and also gives you a few ways to listen, watch or digest this episode.


This episode’s topic, in a nutshell…

If you’ve listened for a while you will know I love a good metaphor and sometimes I mix them up way too much.

My guest on this episode shares her metaphor that she uses to help her clients understand how to manage some of the growing pains they experience in building their brands over time. She likens this to teenage growing pains.

I also had another reason for bringing her on and that is to share how she helps her clients work out what their specialism or unique focus is going to be – in order to better market themselves to prospective clients.

I am a firm believer in that it helps to get different views on how to tackle this and, one day, one of them will help you to unlock for this for yourself.


In this episode we walk through:

  • At which point in her business journey she had to address her ‘niche’ situation and what that felt like
  • How today, Evelyn uses her background in market research to help her clients narrow down their niche
  • What her specialism is now (she talks through her ‘Brands in Adolescence’ theory and how that plays out for brands)
  • We pick one symptom and dig into what you can look out for to know you are suffering from it. (It’s the most common one, so odds are – you have felt this one!)
  • Evelyn’s ‘halo of competence’ concept (which I love!)

There are lots of nuggets in this conversation, which I hope will help you in your journey to discovering your area of specialised focus (or niche).

I love that in this conversation we came to the realisation that, sometimes, by investigating what your narrowed focus could be…it could mean getting closer to what your vision is (or your brand’s purpose). This means that by niching you could find your place of joyful work!

Evelyn’s book is worth a read. She outlines the 8 symptoms of Brands in Adolescence, gives you what to look out for, and then handholds you through how to get unstuck if you are feeling any of the symptoms. Its written so beautifully simply and is dappled with stories that really help you to understand what she’s explaining.

You can find the book on Amazon: ‘Teenage Wastebrand: How you brand can stop struggling and start scaling.”


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A bit more about Evelyn Starr

EP021 – Shelley Rostlund & Evelyn Starr

Evelyn Starr is an author, brand expert, and marketing consultant with over 25 years of marketing strategy and research experience. Evelyn uses her keen powers of observation and insight to help clients wow their customers and grow their businesses.  She specialises in working with ‘Brands in Adolescence’, brands that have stalled after their initial success.

Evelyn’s award-winning book, “Teenage Wastebrand: How Your Brand Can Stop Struggling and Start Scaling”, shares how she likens brand growing pains with that of teenagers navigating life.

Her clients have ranged from small businesses like Laird Superfood and Harbor Sweets to global brands like Hasbro and Gillette.

Find out more about her on her website at estarrassociates.com or connect with her on LinkedIn.

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