The most obvious example I’ve seen recently is in the dog training arena.
There are thousands of people who train dogs. You can find them in every town; even in your local PetSmart. Most people see this service as a commodity. Lowest price wins as a result.
Then there is a man named Cesar Millian. Cesar is unique in a commodity driven world. Instead of training dogs, Cesar rehabilitates dogs and trains owners. He has a talent to understand the problem on a very deep level.
He has a remarkable talent and produces amazing results. He exudes happiness in adding value to the lives of others. My guess is Cesar can name his price and people will happily pay it.
If you want to see a great niche in action visit http://www.nationalgeographic.com/channel/dogwhisperer/. If you love dogs, be sure to watch Cesar on National Geographic television.
Now, look at your business and talent. What is the niche you can best serve? What is the greatest gift you can offer another person?