That Thing you Do

How to Discover Your “Thing” and Run with It

Every leader has a unique “thing”—the one area where they excel, thrive, and find fulfillment. It’s not just a skill or passion; it’s the intersection of what you’re great at, what you love, and what the world needs. Finding your “thing” and pursuing it with intention can transform your leadership, influence, and career. But how do you figure out what your “thing” is? And once you know, how do you build momentum around it?

Let’s dive into the steps to discover your unique calling and run with it.

Step 1: Reflect on Your Journey

Start by looking back. Often, the clues to your “thing” are hidden in your past experiences. Ask yourself:

• What have you always been drawn to? Think about the activities or roles you’ve naturally gravitated toward.
• What have others recognized in you? Consider the compliments, encouragement, or feedback you’ve received over the years.
• What would you do even if you weren’t paid? Your “thing” is often something you love so much that the joy of doing it outweighs the financial reward.

For me, it’s always been speaking. I started speaking in front of people when I was just 11. I got my first check for speaking in 1997 at the age of 22. Since then, I’ve been paid thousands of dollars to stand in front of audiences and share. That clarity didn’t come overnight; it came from reflecting on my journey and recognizing the consistent thread of passion and skill.

Step 2: Identify What Brings You Energy

Your “thing” isn’t just what you’re good at—it’s also what energizes you. Think about:

• When do you feel most alive? What activities make you lose track of time?
• What work feels like play? What tasks leave you feeling fulfilled rather than drained?
• What problems excite you to solve? The challenges you’re eager to tackle often point to your calling.

For years, I resisted narrowing my focus as a speaker. I wanted to do it all—preach on Sundays, speak at schools, train corporate leaders, and even try stand-up comedy. (Still do—and I will someday!) But when I finally honed in on client communication skills, I felt a renewed sense of energy and purpose. It was like everything clicked.

Step 3: Listen to the Market

Your “thing” isn’t just about what you love; it’s about what the world needs. Pay attention to:

• Where opportunities arise. Are certain industries or clients consistently reaching out to you?
• What people ask you for. Do others turn to you for specific advice, expertise, or solutions?
• What gaps exist. What problems do you notice that aren’t being addressed well?

In October 2023, I was at a crossroads. I was in a hotel in Alabama, wondering if Speak with People was going to make it. That’s when I had a phone call with Grant Baldwin. In that conversation, he told me I’d continue to struggle until I niched down. I didn’t want to hear it. I wanted to keep speaking to everyone. But he was right. As my friend Dan Cianci says, you have to go where the market leads you. With advice from Dennis Neel and the encouragement of Terry Weaver and The Thing community, I finally started to niche down.

And then something amazing happened: doors started opening, specifically in the financial and client-focused industries. By paying attention to what the market needed, I found a clear path forward.

Step 4: Embrace Feedback and Coaching

No leader discovers their “thing” in isolation. Surround yourself with people who will challenge, support, and guide you. Seek out:

• Mentors. Find people who have walked the path you aspire to and can offer wisdom.
• Coaches. Professional coaches can help you uncover blind spots and refine your focus.
• Trusted peers. Share your ideas with colleagues or friends who will give honest feedback.

Through coaching from Terry Weaver, brainstorming with my partner Dan Cianci, and guidance from my business partner Dennis Neel, I gained clarity and confidence in my niche. Their insights helped me see what I couldn’t see on my own.

Step 5: Niche Down

One of the hardest but most rewarding steps is narrowing your focus. Trying to be everything to everyone dilutes your impact. Instead:

• Define your audience. Who are you uniquely positioned to serve?
• Clarify your value. What specific problem do you solve for them?
• Say no to distractions. Let go of opportunities that don’t align with your core focus.

Niching down doesn’t mean you’ll never explore other interests. It means you’re concentrating your energy where it will have the greatest impact. For me, that meant focusing on client communication skills. Once I embraced this niche, opportunities started pouring in, and I was able to make a bigger difference for my clients.

Step 6: Build Momentum

Once you’ve discovered your “thing,” it’s time to run with it. Here’s how to build momentum:

• Create valuable content. Share your expertise through blogs, videos, podcasts, or social media.
• Develop resources. Build tools, guides, or courses that help others solve the problem you’ve identified.
• Network strategically. Connect with people in your industry who can amplify your message.
• Showcase results. Share testimonials, case studies, or success stories to demonstrate your impact.

For Speak with People, this has meant creating resources tailored to financial advisors, focusing on how they can use communication to deepen trust, strengthen client relationships, and increase referrals. By aligning my content with my niche, I’ve been able to serve my audience more effectively.

Step 7: Stay Open to Growth

Discovering your “thing” is a journey, not a destination. As you grow, your focus may evolve. Stay open to:

• New opportunities. Be willing to pivot if the market or your passions shift.
• Continuous learning. Invest in your personal and professional development.
• Feedback loops. Regularly evaluate what’s working and what’s not.

I’m still on this journey. While I’ve found a clear niche, I know there’s more to learn and discover. Staying curious and adaptable keeps the journey exciting.

What’s Your Thing?

Now it’s your turn. Take these steps and reflect on your own journey. Ask yourself:

• What brings me the most joy and energy?
• What problems am I uniquely equipped to solve?
• What does the world need that I can provide?

Your “thing” might be something you’ve known all along, or it might surprise you. Either way, once you find it, pursue it with everything you have. The world needs leaders who are operating in their sweet spot—doing what they love, what they’re great at, and what makes a difference.

So, what’s your thing? Share your story—I’d love to hear it! Who knows, maybe your story will end up as a feature on the Speak with People Podcast!

By Jason Raitz - CEO, Speak with People  With over 25 years of experience, Jason has spoken from stages across the country, inspiring and motivating his audiences with stories, laughter, and practical tools to succeed. Book Jason for your next conference or workshop.