Find your "WHY" - the real, emotional reason you do what you do. This is your Purpose, Cause or Passion. This will also be the WHY that draws the right and best people to your organization because they believe in the same things.
Your Niche is what you can do better than anyone else - "Popcorn"; "Fiber Optics", "Sustainable farming".
If you're in a market that goes through rapid changes (not "Popcorn"), don't tie it to specific products or services.