We’ve all met somebody who has no opinions of their own, just agrees with whoever they’re talking to at the moment. They’re annoying.

We can’t tell what they actually think and in the end their opinion isn’t worth shit because they’ll like anything. Typically, we bet you try to move these people out of your life. 

Same goes for business. The more we try to be for everyone, to please any potential customers, the less we end up being authentic to ourselves, and we end up for no one.

Just as believing in your product allows you to confidently stand behind it sans gimmicks or insincerity, understanding your target market and being able to tailor your approach to it intentionally strengthens your authenticity.

While we don’t necessarily believe a jack of all trades can’t also be a master of one of them, there’s no way he can master all of them. We can all agree that doing one thing extremely well beats doing ten things half-assed. You’ve seen the results of both, you know it’s true.

Knowing exactly who you are for allows you to sharpen your focus and speak directly to them. You may have a smaller audience than when you first started, but you’ll go much deeper and further with them than the surface-level you’d stay at with others.

So how can you clean up your game and funnel your focus into one direction?

Establish your core values. The more clear you are about your nonnegotiables, the easier of a time you’ll have finding people that fit. We’re not saying faster – we’re saying easier. Because clarity enables you to discern and align more effectively with your team and audience. Chances are, if you value something – like Discipline, or Stewardship – other people do too.

Clarify your vision. Where are you headed? What’s your ultimate goal? Get as specific as you can – the clearer you are, the easier it will be for you to understand what you need to do to get there.

At Easton, we have a clear company vision: To build the greatest Muay Thai and Brazilian Jiu-Jitsu academies through an unrelenting dedication to the students and staff. 

Every word in your vision statement should be intentional. For us, the focus is on Muay Thai, Jiu Jitsu, and our staff and students. The sports side and the community side are inherently tied; this is the core of what we do.

We know that because of that, we’ll lose some people. Those who don’t want to abide by our safety- and people-first culture won’t last long. We’re not an academy that smashes people or hazes its whitebelts. We don’t let you roll or spar until you’ve reached a certain level. 

However, living and operating through our core values and ultimate vision, we’ll also gain a very specific type of person – we gain those who value community, compassion, stewardship and self-development. 

We also gain lifelong trust because we create a safe space for those who may not normally put themselves in a tough or uncomfortable situation like martial arts. Suddenly, they find they can. 

In that way, by being people-first, we offer everyday people the possibility of finding the fighter within themselves, versus only catering to fighter-like people from the start.

Eliminate unnecessary options. Trim the fat. Get rid of things that don’t make sense. 

If you run a Jiu Jitsu school, why are you trying to offer yoga on Sundays? Sure, yoga is a great way to supplement a Jiu Jitsu practice, but there are plenty of yoga studios who can do it even better. You have a finite amount of energy; save it for what counts: being the best Brazilian Jiu Jitsu school you can be.

If you want to incorporate the mobility yoga offers into the way you run your academy, think about it in the bigger picture. Can you structure more mobility into your warm ups or curriculum? 

Come up with a way to integrate it that makes sense and doesn’t take away from the core focus of your Jiu Jitsu school.

Same goes for a Kickball league spin-off from your Muay Thai academy. Just, why? Take all of that time and energy that goes into these ventures, and put it towards your primary offering. 

Again, getting extremely clear about your vision gives you a guiding North Star as you refine your focus and reprioritize to maximize your impact.

The people who want to train with the best don’t want to train with somebody who does everything. If you want a good burger, you’re not going to go to a noodle place. You’re probably not going to a burger-noodle fusion place. You’re going to go to a burger place. 

The principle here is simple: be exceptional at what you do, rather than spreading yourself too thin. 

By focusing on your core offerings, clarifying your vision, and aligning with your core values, you not only attract the right audience but also build a reputation for excellence. So, don’t try to be for everyone out of fear that you won’t grow otherwise. 

Embrace your uniqueness, serve your niche with passion and dedication, and watch as your authenticity and expertise attracts those who seek the very best. After all, in a world filled with mediocrity, being exceptional is the key to long-term success and fulfillment.