An Itch = A Niche

In my book, Design, Code, Test, Repeat, I talk a lot about the things that make you a better and more valuable software developer (or other related software person). Many of these things are the intangibles of what makes one developer better than another. It’s hard to quantify software development. Joel Spolsky notes in his post on measurement that people usually work towards what’s being measured, making the original goal of improving overall performance using measurement, useless. This is one reason why I always hated performance reviews – you were always supposed to have measurable goals included for the year. If you were able to add a few, they were usually either bad goals that had little to do with what your job was really about or they weren’t measurable, which was more likely.

So, getting back to the intangibles. On numerous jobs, I have found myself drawn to niches. It’s not uncommon to find that one aspect of programming or your product seems to beckon. Maybe you like fussing with the UI to make it more beautiful or usable. Maybe you like the API layer because that’s what other programmers (or even your fellow programmers, plus you) will see of your product. Maybe you enjoy working more on the internals – providing core functionality, improving speed, finding new ways to solve the fundamental problems that your software is supposed to address.

These itches that pique your curiosity and passion become your niches. They become part of what make you valuable not only to your current company, but also your next potential company. When you advertise yourself on your next performance review or on your resume, be sure to include things that make you unique. They will become talking points for you in your interactions that relate to your career.

It’s important to keep your niche(s) current and flexible. Being the renowned expert in writing FORTRAN on punch cards isn’t really all that useful anymore (yeah, that’s an extreme example). Try this one – how about being an expert on a now defunct database engine? Hitching your niche to a particular technology isn’t the way to go either. It is a way to develop in-depth knowledge of an area, but it’s important to advertise the field as opposed to the specific brand. So, you’re an expert in database customization, not an expert on Debacle DataKing 5.0. The latter is something you mention later when you’re providing proof that you are a master of databases.

The final word here is to keep your niches vital. It doesn’t do any good to be the last surviving employee who remembers a particular product or technology. OK, maybe it will keep you in the company and deliver you a paycheck, but it’s unlikely to benefit you in the long-term. Keeping your niches current, finding out where your company or the industry is going, and adding them to your repertoire is what makes you valuable in the future.