Both gazelleintense and rfarmer are correct. If you find a niche, an untapped market, "they will come to you"
Now, having said that, "being rich" is way too broad of an approach. I feel rich, in life ( not just name ) but I have little money and less confidence in my future. If you find something that you are passionate about and don't think of it as "work," then you, too, will be rich. It's not all about money. I don't know anyone who said, on their deathbed, that they wish they had spent more time at the office.
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