You get the idea. You can’t wait to start.
After that, you look it up on Google. and then you remember that a thousand other people are already doing it.
Welcome to the spiral of saturation.
Markets now seem busy, and in a lot of cases, they are.
Someone is probably already selling something like what you’re selling, whether it’s digital goods, coaching, freelancing, or ecommerce.
But here’s the truth that most folks forget:
👉 Saturation doesn’t mean there’s no space.
It just means you have to stand out on purpose.
Using ideas from The $100 Startup and Side Hustle, let’s talk about how you can start and grow a profitable side business even in the most competitive areas.
Step 1: Begin With Yourself, Not the Market
Most people start by asking, “What’s hot?”
Ask instead:
- What do I know that other people don’t?
- What issue have I resolved in my personal life?
- What makes my point of view, personality, or style different?
Guillebeau explains in The $100 Startup that many successful firms weren’t formed on “new” concepts; they were built on real voices and unusual points of view.
For example, a hundred people might say they can help you write a CV.
But you might say, “I help moms who are going back to work rewrite their resumes with confidence.”
That’s what makes it different.
Step 2: Make Your Niche Smaller Until It Hurts
It may seem strange, but wide is broken in markets that are already full.
Going thinner helps you:
- Talk directly to the customer you want to reach
- Don’t compete on pricing
- Make yourself stand out
For example:
- “Strength training for men over 40 who work desk jobs” is better than “fitness coach.”
- Instead of “website design,” consider “1-page websites for solopreneurs in less than 48 hours.”
- Try “personal finance for creative freelancers with inconsistent income” instead of “budgeting help.”
When you narrow down, you stop yelling at everyone and start talking to the proper individuals.
Step 3: Don’t Only Look at the Offer; Look at the Experience
How you deliver is just as important as what you convey in a busy space.
Ask:
- Is my procedure easier than others?
- Is my customer service more personal or faster?
- Is my vibe more serious, playful, tactical, or inspiring?
You might not be the only person who writes copy. But you respond within two hours, deliver ahead of schedule, and provide a personalized voice memo following onboarding.
You are now unforgettable.
👉 Side hustles that work typically make small experiences that make people want to come back and tell their friends.
Step 4: Get People to Trust You Faster Than Anyone Else
Individuals buy things from individuals they trust. End of story.
In marketplaces that are already full, this means you have to:
- Show your face or voice
- Show proof early on (results, testimonials, screenshots)
- Offer small wins for free (via social media, email, or downloads)
- Don’t talk like a robot; talk like a real person
According to Side Hustle, the fastest way to validate your idea is to talk to real people and make real offers — not hide behind “coming soon” pages.
First, earn trust. Sales follow naturally.
Step 5: Give Everything a Personality
Want to hear a secret? Most of your competitors are boring.
They sound the same, post the same, and sell the same.
That’s your chance.
Add personality to your:
- Headlines
- Product names
- Emails
- About page
- Visual branding
Examples:
- Instead of “Monthly Planning Template,” call it “The Brain Unclogger.”
- Instead of “1:1 Coaching,” say “One-Hour Firestarter Session (No BS. Just strategy.)”
People connect with vibes. And your vibe is a moat in saturated markets.
Step 6: Pick One Uncommon Channel and Go Deep
While your competition fights for attention on Instagram and LinkedIn, consider:
- Reddit threads (answer real questions in your niche)
- Podcasts (guest on small shows in your space)
- Local Facebook Groups
- Niche forums
- YouTube Shorts with strong hooks
Find where your people hang out — especially places where others in your niche aren’t showing up yet.
As Guillebeau often emphasizes: “Be where others aren’t — and make noise there.”
Step 7: Be Consistent, Not Just Creative
Standing out isn’t always about doing wild new things. Often, it’s about showing up longer than the rest.
Most people give up at the first sign of silence.
You’ll stand out simply by:
- Posting weekly for 6 months
- Updating and improving your offer based on feedback
- Following up with leads even after rejection
- Delivering on your promises, every time
In the hustle game, consistency beats cleverness — every time.
Real-World Example: Competing in Candleland
Let’s say you want to sell candles. Yes, that market is saturated.
But…
- You create scents based on nostalgic childhood memories
- Your packaging includes handwritten notes
- You offer a quiz: “Which scent fits your personality?”
- You build a newsletter called “Letters from the Wick” sharing cozy stories
- You show behind-the-scenes videos of the candle-making process on TikTok
Suddenly, you’re not just another candle store. You’re a story experience. And stories sell — especially in saturated spaces.
You Don’t Need to Be the First — Just the Most Aligned
You don’t need to invent the next Airbnb or Uber.
You just need to create something that feels specific, real, and valuable to a small group of people — and deliver it better than others.
Saturation isn’t your enemy.
Confusion is.
So get clear. Get focused. Get personal. And get your hustle out there — even if the market looks full.
Because there’s always room for something fresh, bold, and truly you.