Let your interests drive your niche and you’ll find customers you love to work with. John “Johnny Bomb” Herrera tells us how he became the go-to merch guy for Texas barbecue shops and how you can find your niche and be excited about your business.

He doesn’t have the biggest shop in Texas or the most convenient location, but his passion for barbecue and his understanding of the niche helped him rediscover his excitement about work and diversified the client base for his small family print shop in Beeville, Texas. If you’re looking to feel a little more inspired in your work life, this is a great Shop Talk for you.