Today I'm sharing my Broccoli / Birthday Cake Theory, aka: The Secret to Find Your Niche (Again, or for the First Time).
Lately, I can’t stop thinking about Taylor Swift’s “shiny bug” theory.
Yes, of course I’m weaving Taylor into this intro — it’s perfect.
Taylor’s Shiny Bug Theory
No one really knows what it means. Here’s how it started: "Taylor announced a limited-edition vinyl set called The Life of a Showgirl: The Shiny Bug Vinyl Collection."
It was one of those cryptic Easter eggs she drops that sends the internet spiraling.
But I get part of it. It’s a metaphor for distraction. For how one tiny, glittery thing can pull focus from the whole story.
And honestly? That’s how content creation feels right now.
Everywhere you look, something shiny is flying by: a new trend, a new sound, a new strategy, a new “must-post” topic. It’s the digital version of a shiny bug fluttering through your feed. You can’t help but stare. You forget what you were even doing.
Which brings me to my own culinary metaphor: The Broccoli and Birthday Cake Theory.
Not as cool as “shiny bug,” but mine all the same.
(Side note: I still say the shiny bug has something to do with a musical. She’s got Broadway energy. Anyway.)
Broccoli vs. Birthday Cake: How to Find Your Thing
Ok, here's my find your niche deep dive. Because it's a huge part of creating art, sharing your story and connecting online and even in person.
Picture this: you walk into the kitchen and someone says, “Hey, can you grab me the broccoli?”
You nod. Easy enough.
But as soon as you walk in, you see it — on a teal glass platter, a giant, glitter-covered birthday cake. Layers of frosting, sprinkles, candles, maybe even a sparkler or two.
You freeze.
Your brain immediately goes, Oh right, the cake. Everyone loves cake.
You forget why you walked in.
You stand there wondering if you should just bring the cake instead. After all, who doesn’t love cake? That must be what people want.
Meanwhile, the broccoli — the thing you came in for — is literally in your hands. You bought it. And you know exactly what to do with it. But now you’re second-guessing it because the cake looks cooler, safer, trendier.
If the camera panned out, you’d see it: your whole kitchen is broccoli green. The fridge is stocked with it, the cookbook is open to a broccoli recipe, and there’s a steamer basket on the stove. This is your thing. It’s been here all along, but you got distracted by the cake.
Shiny Cake-y Things in Your Feed
That’s what the online world feels like right now, birthday cake everywhere.
Trendy, viral, sugar-coated ideas that feel safe because they already got a thousand likes somewhere else. Meanwhile, your “broccoli” .. the weird, wonderful, deeply you thing you actually care about — is sitting right there, waiting for attention.
The path to creating something magical isn’t paved in frosting. It’s paved in broccoli. So no, I’m not telling you to make literal broccoli content (unless that’s your thing). I’m saying: whatever your “broccoli” is, the thing you talk about nonstop, the thing you notice, the thing you can’t stop analyzing. Guys!! That’s your content. That’s your magic.
Zoom Out
And yes it might change. So zoom out if you ned to. Instead of that cookie recipe you made yesterday and can't stop thinking about - go with desserts. Instead of that weird group chat that boggles your mind - go female friendships and mom relations.
The "Find Your Niche" Secret
Your broccoli is what people will actually remember.
The cake gets applause, but it fades fast because it's not actually your thing.
The broccoli feeds people. It builds trust. It’s your real passion, the thing that gives your work flavor and depth. It might not be what the algorithm rewards first, but it’s what the right audience is starving for.
So here’s the move:
Stop chasing the cake. Cook the broccoli. Season it, style it, make it yours, but don’t cover it in sprinkles just because everyone else did. That’s how you find your creative thing again. Pay attention to what’s already in your hands.
Are we so sick of this metaphor??? Sorry. You know I get into metaphors and can't get out, lol.
The Niche Takeaway
The internet rewards cake.
But the world runs on broccoli.
Post the thing you can’t stop thinking about — even if it’s green, weird, or unpopular.
That’s your secret ingredient.
Or another way to say it, You Niche is Yourself - Gary Vee Video. All the wild and weird things that make up you. We love a broccoli in a world of buttercream layer cakes.
Now go make some yellow cake cupcakes...
ps. I am going to say it again: post the thing you can’t stop thinking about -- even if it’s weird.
I cannot wait to hear about what lights you up.
