Most people think that once you “niche down,” you’re stuck. It’s not true. When you run a successful niche business, you can speak to an incredibly specific audience on topics they care deeply about. That kind of personalization is increasingly sought these days, as 71% of consumers say they crave individualization from their brand interactions.

But choosing a niche doesn’t mean you’re locked into your original choice forever. It’s not only possible but profitable to change lanes every once in a while — even if you’ve been driving on the same highway for a long time.