“Helping to weave mindfulness into public and social policy”. This is the Mindfulness Initiative’s audacious mission and for many years they have been inspiring and driving an agenda to make this a reality. It is wonderful to witness the way they are now advocating responsible innovation to make the benefits of mindfulness more widely accessible. For that to happen we need skilful mindfulness teachers, who embody the practice and engage in continuous refreshing and upgrading of their expertise so that they can respond to the ever-changing needs and demands of the challenges we face. 

The teaching of mindfulness practices is a profession: it involves following a defined path of training, certifications, peer interaction as well as supervision, resulting in specialised and highly skilled expertise. How then can mindfulness teachers find a sustainable way to ply their trade? If we can address this question, then the effectiveness of mindfulness will inevitably become more inclusive and accessible.

It is clear from the shining examples that the Innovations in Mindfulness Awards have identified and that EAMBA has been keen to showcase, that innovation enables mindfulness teachers to increase the value of their work by creating solutions that can benefit a wide range of individuals and communities. In marketing terms these teachers have identified a “niche”. When you discover an unmet need that you are uniquely positioned to serve because you know it deeply and embrace it, the people you teach can feel it and experience it.

You don’t really need to search for a niche: a niche finds you if you want to be found. The adventure is waiting to happen. In this spirit, it may be useful to consider Joseph Campbell’s model of the “Hero's Journey”, in which a Hero leaves home (often forcefully leaving house or job), having adventures and profound learning in some other place (often at great expense), and returning to their community with a gift to share (to the ones they know intimately and understand deeply). This journey that might sound familiar to a mindfulness teacher. Not turning one’s back to one’s ‘own community’ but returning because one knows what is needed and wanted. In marketing terms, that’s their niche.

When mindfulness teachers do manage to find their niche or gap in the market, it is as if the best ideas happen by chance. But maybe there is something we can do to get lucky more often. Rather than looking for the right answer, it is often a matter of asking ourselves some better questions. This brings about a change in perspective which allows ideas for adapting the teaching to emerge.

Here are some suggestions for some questions you might ask; and don’t be surprised if they guide you to even better questions to explore.

• Whose needs, challenges and pain points do I know deeply?
• What is my audience’s preferred way of learning?
• What cultural or contextual factors do I need to consider?
• What barriers might my niche face in accessing mindfulness offerings?
• What can my clients pay and what other sources can they access to finance my offering? 
• What mutually beneficial partnerships or collaborations could I engage with?
  
  

As you find new questions, keep listening carefully. The best answers are often not the ones you think up but rather the ones you are given by others. Trust the process and remember you never really own your niche. You care for it until someone else serves it better so always look for fresh new ways to (endlessly) prolong your connection with and be of service to your audience. 

If you are able to serve genuine needs, most of the time the money will follow. However, when working in difficult times and with groups who cannot afford to pay, you may have to be more creative. Do keep in mind that as the people you teach benefit from your teaching, what you offer is also valuable to society at large. As you stay true to your love of mindfulness practice and what you have experienced to work well, I trust that you will find your way to present mindfulness training. May this be beneficial and sustainable for your clients and for you.

‍