Learn the Landscape and Ecosystem
Starting a new practice area is like going out into the wild for the first time. You need to get your head around the landscape and the ecosystem.
The landscape is how big the pool of practitioners already is. Are you one of the first? Or will you add to a large group of practitioners? The ecosystem is how that business's industry works, what they need, and who the key players are.
A well-run landscape with an existing community of practitioners can be advantageous, as you can seek out mentors and colleagues to point you toward resources, networks, pitfalls to avoid, and, importantly, the basics of the ecosystem. You’ll be on your way with a bit of elbow grease, energy, and willingness to learn.
On the other hand, striking out as one of the first in a new world is exciting. In that case, your first stop is the ecosystem. Learn it extremely well. Figure out how the learnings of other existing practices could apply.
Don’t be afraid to ask for help and advice from more seasoned practitioners. You can serve as the subject matter expert on that ecosystem, and they could impart insight and guidance on how to get the practice area going, including developing a new client base and potentially giving you access to greater resources.
Once you’ve nailed down the landscape and ecosystem, get out there and meet people, write about it, listen extremely well, show genuine interest, and position yourself to be helpful. After all, your highest and best tool is yourself.
–Tracey Lesetar-Smith, Hawaii