Creative Pep Talk, Episode 526

"Your Niche is Hiding in The Last Place You’d Look"
Host: Andy J. Pizza
Date: October 15, 2025

Episode Overview

In this solo episode, Andy J. Pizza helps listeners rethink how they define and discover their creative niche. Andy challenges the idea that one must be a “natural” in their field to succeed and suggests that perceived deficiencies or differences can be the key to creative distinction. The episode culminates with a practical exercise, “Squidge the Gap,” designed to help creators embrace what sets them apart—especially in the ways they don’t measure up to their heroes or peers.

Key Discussion Points & Insights

1. Rethinking "Natural Talent"

• Andy opens with the vulnerability and anxiety many creatives feel when comparing themselves to others who seem "super naturally talented".
  • Quote: “[I] wasn't even the best drawer at my table in drawing class in high school, let alone in the illustration industry. And yet I have been able to work with clients like Xbox and Apple and Nickelodeon...” (00:03)
• Insight: It’s common to feel like you don't add up, but being a natural isn't necessary for success or uniqueness.

2. The Journey is More Interesting Than Just Talent

• Andy explains that while a bit of natural proclivity might guide your general direction, it’s the journey from “not measuring up” to accomplishment that creates interest and depth.
  • Quote: “There's something to journey, there's something to—I used to be this and now I'm this. There's something interesting about that.” (08:19)
• Choosing a creative path based on “what comes naturally” is only a fragment of the story; what really sets you apart is your transformation and what you’ve had to learn, not just what you’ve always been good at.

3. Deficiencies as Differentiators

• Andy shares his colorblindness as a personal example:
  • “One of the biggest comments I get on my work is the color choices that I make. And yet I have a color deficiency. I'm red-green colorblind. ...this deficiency ends up becoming the difference.” (12:32)
• Core Idea: The things that make you feel “less than” or different might actually be your creative advantages.

4. The Jungian Shadow: Hidden Gold

• Andy draws on Jungian psychology, explaining that what we hide or see as our “shadow” can be a source of creative gold—not the darkness, just the parts of ourselves we neglect or misunderstand.
  • Quote: “The gold is in the shadow, that the shadow is 99% gold, meaning the shadow self isn't your dark side, it's not your bad side. ...the shadow is just the part of yourself that you’re disconnected from...” (16:03)
• Insight: By embracing these ignored parts, you find authentic, interesting differentiation.

5. Practical Exercise: “Squidge the Gap”

• Andy introduces the phrase “Squidge the Gap” (squeeze or embrace the differences), offering a hands-on way to find your niche.
• Step-by-step:
  1. Identify your industry, market, and niche (using concentric circles/bullseye analogy):
     • Industry = large field (e.g., illustration)
     • Market = subset within the field (e.g., kids’ books)
     • Niche = your unique overlap/differentiators inside that market (e.g., kids' book illustrator who podcasts and uses bold colors)
  2. List 4 comparable peers (“market models”) in your field/market.
  3. Don’t ask “how am I better?” Ask instead: “Where do I not measure up compared to these models?”
  4. Flip the deficiency: See if those gaps could actually become a unique selling point or give you a new angle.
     • Eg., Andy points out that living in the Midwest (vs. the coasts) could be an advantage: “I could be the down to earth version. I can be the pizza version to their oysters.” (22:50)
• Quote: “Instead of trying to bridge it or conquer it, you take a list of your market models... and instead of thinking, how am I better?... think of how do you not add up.” (21:28)
• Benefits: By embracing what makes you “not as good,” you carve out a space no one else occupies.

Notable Quotes & Moments

• On comparison:
  • “You're probably not natural, super naturally born anything. ...if you're not Michael Jordan, if you're not Christopher Nolan, if you're not Beyonce, you're probably not so naturally anything that it's going to give you the edge you need...” (07:11)
• On transformation:
  • “If you're trying to be interesting... I want to hear your journey from where you used to be to where you are now.” (11:18)
• On creative deficiencies:
  • “This deficiency ends up becoming the difference.” (12:40)
• On embracing your shadow:
  • “Those are the things you know, those things that you've hidden from, even from yourself... might be the thing that makes you you.” (16:50)
• Practical motivation:
  • “Instead of trying to bridge the gap... Squidge the gap. Instead of trying to either ignore it or trying to bridge the gap and get there, I'm going to squidge the gap and... see what you can find [in] gold.” (24:39)
• Encouragement:
  • “I would much rather hear about your breakthroughs and the ways that you have overcome things and the surprises that you found along the way.” (29:28)

Important Segment Timestamps

• 00:03 – 03:23: Opening reflections on comparison, talent, & Andy’s own background
• 04:20 – 17:17: Deep dive on the false idol of “natural talent”, the value of journey and transformation, personal stories
• 18:15 – 29:28: “Squidge the Gap” exercise—practical framework for finding your niche
• 29:28 – 33:37: Final encouragement, links to workbook/newsletter, episode wrap

Final Thoughts & Tone

Andy’s trademark tone is self-deprecating, humorous, and deeply encouraging. He is candid about his struggles and clear that the thing you worry makes you “less than” often becomes your actual strength.

He leaves listeners with a challenge: Identify and embrace the places where you see a gap between yourself and your heroes, and “squidge” into that space—making it your unique creative home.

Resource Links Mentioned

• Creative Career Path handbooklet: Available via newsletter sign-up at andyj.pizza.substack.com
• Find more at: creativepeptalk.com / andyjpizza.com

This episode is a must-listen for any creator wrestling with comparison, imposter syndrome, or the pressure to excel naturally—Andy offers a powerful, practical reframing and a fun, actionable exercise to discover your hidden niche.