Mastering Niche Expertise: Scaling Unique Value in a Commodity Market
Everyone's competing on price. The businesses that win long-term are the ones that own a niche so well it stops being a commodity in the first place — but getting there, and defending it as you scale, is harder than it sounds.
This panel brings together two operators who've lived both sides of that: building a defensible niche, and scaling past it without losing what made it work.
The conversation will cover:
What actually changes — operationally and mentally — when you move from full-time leadership into fractional or coaching work
How to keep a niche credible and "expert-level" once you're spread across multiple clients or a bigger team
The gap between what founders expect scaling to feel like and what it actually feels like
The hard trade-offs that keep a business differentiated once competitors start commoditising the category
Whether you're protecting a niche you've already built or still finding it, you'll leave with direct, practical takeaways.
Angeline Nguan (Moderator)
Partner, Marketing & Sales at Its Personal, a sales-led ABM agency in Singapore, and co-founder of Over The Line, a Singapore GTM consultancy. With 20 years of B2B growth leadership across APAC, Angeline has helped mid-market and enterprise teams sharpen their go-to-market motion and get closer to their customers.
Darius Chang
Partner (China) at BlackStorm Consulting and a certified business coach and adult education trainer, Darius brings 20+ years of go-to-market leadership from top tech firms including Zebra, Vertiv, Dell, Thunes, and Hewlett-Packard. He now works with leaders navigating the shift from full-time GTM roles into fractional and coaching work.
Latha Prasad
A Program & Change Management specialist with 20+ years of experience working with C-suite and cross-functional stakeholders in IT, Operations, and Business units across 15 countries (US, UK, and APAC). Latha specialises in organisational and operational transformation, coaching, and facilitation — driving end-to-end strategic transformation and continuous improvement programmes.