Who is the dominant educator in your niche market? Who is the company that your niche turn to for advice? If there is no-one or limited education, then it could be you. You could take the primary position as the ‘go to firm / person’ for all things about your niche and service sector. When someone in your niche market asks another person ‘who should I go to for the best business, accounting & financial advice?’ your new referral source says ‘you MUST go to XYX firm – they have the best track record and produce the best results’. Why would they say that? Because you told the market over and over and over again (in a very subtle way through multiple channels) that you are. When you are the thought leader in your space you get called upon my media for comments and you are ‘cited’ in other people’s work.