Outside Insights
Outside Insights with Chris Burkhard is a podcast for people who want more — more clarity, more purpose, more impact.
Hosted by entrepreneur and lifelong learner Chris Burkhard, the show explores how bold leaders, builders, and thinkers close the gap between the life they have and the life they want. Through honest conversations and powerful stories, we unpack the lessons that shape real lives and careers.
If you're looking for ideas that challenge you, motivate you, and help you grow — you’re in the right place.
🎙️ New episodes drop every other week.
🌐 Listen at myplacers.com/outside-insights
📩 Follow for fresh insights that meet you where you are — and push you further.
Outside Insights
Find Your Cult Customer—and Scale Without Losing Your Soul - Episode 64
How business coach Nikhil Paul helps companies grow by going narrow, not wide
Most business owners think scaling means reaching more people.
Nikhil Paul says it’s the opposite.
In this week’s Outside Insights, my longtime friend and small business growth coach shares why the fastest path to growth is going narrow, not wide—and how identifying your cult customer can transform your business.
“You don’t need everyone to get to the top. You just need a small, cultish base that loves you, forgives you, and tells everyone about you.” – Nikhil Paul
Your cult customer is the one who:
- Pays you the most
- Forgives you when you mess up
- Loves your product so much they can’t stop talking about it
When you know exactly who they are—and build your business around them—you stop chasing everyone, and start leading someone.
We explore:
- What CrossFit, Costco, and Patagonia can teach us about niche obsession
- Why embracing your “weirdos” can turn a company into a movement
- The pen-and-paper exercise that reveals your cult customers in 10 minutes
- How doubling down on your core audience can let you break industry rules and still win
Along the way, Nikhil shares real-world stories—from Death Wish Coffee’s “too strong” gamble to Solé Bicycles’ pivot from exercise gear to lifestyle brand—that show how focus fuels profit, loyalty, and freedom.
If you’re trying to scale beyond $5M, reconnect with your company’s heart, or cut through the noise, this episode will give you the clarity—and courage—you’ve been looking for.
🎧 Listen to Episode 63 now
📩 Share this with a founder or leader who’s ready to grow by going narrow.
Until next time,
Chris
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