If you're starting a personal brand hoping to earn income, you'll need consistency. And the only thing that fuels consistency—especially when the algorithms change or sales dip—is Interest.
The I.C.E. Formula (Interest, Competence, Economic Viability) is your blueprint for a profitable niche. Today, we conquer the first, most crucial step: finding the fire that keeps you going.
Section 1: Why Interest Is Your Biggest Asset (Not Your Skill)
Most people start a brand by asking, "What can I sell?" We start by asking, "What can I talk about for free for the next five years?"
Your deepest professional interests aren't just hobbies; they are your Unpaid R&D (Research and Development). When you genuinely love a topic, you:
- Read for Fun: You constantly consume content, making you an effortless expert.
- Invest Your Time: You troubleshoot problems and learn tools just for the sake of it.
- Generate Infinite Content: You never run out of ideas, solving the "what should I post today?" problem forever.
The market can smell passion. When you build your brand around genuine interest, monetization becomes a byproduct of what you're already doing, not a stressful obligation.
Section 2: The Three "I" Tests for Finding Your Core Interests
To move beyond generic likes (like "reading" or "helping people"), we need to drill down into the professional context. Use these three structured tests to find your Interest Sweet Spot.
Test 1: The Frustration Tracker 😤
Often, your deepest interest is born from your biggest frustrations. You don't just solve problems; you are obsessed with optimizing or fixing a broken process.
| Prompt | Example: Generic Interest | Example: Focused Professional Interest |
| What problem do people constantly fail at? | I like writing. | I'm constantly frustrated by how new business owners write boring, corporate-sounding emails that no one reads. |
| What do you instinctively fix for others? | I like marketing. | I automatically fix other people's landing page headlines because their messaging is always unclear. |
| What is an industry standard that drives you nuts? | I like fitness. | I hate the complicated nutrition plans; I'm obsessed with creating simple, 15-minute meal prep hacks. |
The most lucrative brands start with an obsession over a small, annoying detail. That obsession is your interest.
Test 2: The "Raving Reviewer" Test 📢
This test identifies the specific format and outcome of the information you enjoy consuming. This shows you what kind of content you're best suited to create.
- Look at Your Podcasts/Bookmarks: What are 3 topics you follow outside of work hours?
- Identify the Creator: Who is the best person teaching this topic? (e.g., Tim Ferris, Marie Forleo, an anonymous developer).
- Identify the Format: Are they teaching with long-form video tutorials? High-level strategy essays? Quick, daily templates?
The formats you consume are the formats you'll effortlessly create. If you spend hours watching detailed software tutorials (Interest), you should build a YouTube channel (Format). If you consume concise, tactical newsletters, your interest is best served through highly specific email training.
Test 3: The "Unpaid Consultant" Test 🤝
Your friends and colleagues already know what you're interested in because they ask you for specific help.
Action Step: Message 5 people (friends, former colleagues, family) and ask them two questions:
- "What's the one specific skill you always ask me for advice on?"
- "If I started a paid course tomorrow, what would you assume it was about?"
The answers you get are almost always consistent. If three people say, "You always fix my spreadsheet formulas," your interest isn't "productivity"—it's "simplifying complex data visualization."
This is the sweet spot: what you are interested in + what others recognize you for.
🧭 Next Step: Connecting Interest to Competence
Now that you have clarity on your primary interest (the I), you need to ensure you can deliver results (the C for Competence).
(Read next: The 'C' in I.C.E.: Auditing Your Skills for Marketable Competence to ensure your passion can actually solve problems for paying clients.)