Every company should have a specific vision. They must understand the beliefs, goals, habits and preferences of their ideal customers.  Then that should become the bull's-eye that marketing aims at.

There is an obstacle standing in the way of success with this approach. You must make peace with not being able to capture everyone in your net. For every potential client attuned to your Vision, there is one or more not interested. 

Those who don't fit your customer profile?  Let them go.

Does that mean you should find a niche that competitors aren't targeting and go after them?

  Not at all. It's better to inventory your talents, values and personality. Then pursue clients you are most in tune with.  Use marketing techniques that most mesh with those values and tendencies.