As a consultant and speaker, I find myself constantly making comparisons, painting pictures, and drawing on common experiences to better illustrate my points. I have also seen many constituents draw sports references in an effort to reach their attendees and paint a meaningful picture. I find that the more vivid an image is, the easier it is to illustrate a complicated or poignant message.

Growing up I didn’t like sports, the standard football, baseball and basketball references usually eluded me. I was born and raised in Brooklyn NY and my only sport growing up was Jiu Jitsu. While my friends were participating in the minor leagues, I was on the mat being thrown around and in some cases injured. I accepted it very early. He would never have a 3-point game-winning story, but he would trade it for confidence, discipline, and attention to detail. Not to say that other sports don’t provide that, but it was always clear to me that I had my sport and it was okay to be ignorant of everyone else.

Two weeks ago, the world of mixed martial arts experienced an incredible surprise, probably one of the five biggest upsets in the entire history of the sport. Finally, a sports story that I could relate to, translate for my business clients, and paint my pictures with my sport, my background, and my love of something other than dinner.

Ronda Rousey was the undefeated and undisputed women’s 135 world champion. She had never lost a fight, had never really been tested. Over 10 title defenses and most of them ended in first round victory. Nobody was able to last even 2 rounds. You see, Ronda had a secret, she was a black belt in judo/jujitsu. She was one of the only Americans to win a medal at the Olympics and was one of the most disciplined judo athletes in the world. She single-handedly got the UFC management to open a division for her because she was so dominant that she would have been throwing away millions of dollars if she didn’t. She had it all, accolades, titles, hits, endorsements and movie contract. She was in The Expendables 3, the entourage movie and a few others. In less than 3 years she was without a doubt a super star.

Then came Holly Holmes, a true kickboxing champion. Now it’s usually a given that a great fighter will usually beat a great striker. Going to the ground with a master usually equals defeat. But in round 2 of what was an 800 to 1 loser, Ronda was eliminated. Breaking the hearts of true believers in the grappling arts. Ronda decided, against all common sense, all advice and against all logical odds, to get up and hit a truly great striker. The world of MMA was wasted when she was beaten unconscious and she lost her belt, her undefeated record and her unwavering personality that she spent so much time creating.

Ronda made the mistake that even the most successful entrepreneurs make. She tried to be everything to everyone. A task that no business in the history of the world has ever been. Ronda decided that she had something to prove. She wanted the world to admire her more than her incredible Judo, she gave in to the critics who called her one-dimensional. She allowed the court of public opinion to change her game, create unrealistic goals and it cost her, her title, her endorsements and a bit of her self-esteem.

In my many years of consulting I always tell my clients. You can’t be everything to all customers. NOBODY CAN. Do not try. The key to true success is understanding who your fans are and making sure you keep them happy. McDonalds doesn’t change their secret sauce because Aunt Edna threw up. As much as I love aged meat, my wife thinks she tastes rotten. My point is that no one is loved by everyone. In my personal coaching I tell people to surround yourself with people you like and who like you. Ignore the rest.

Most businesses in an effort to expand forget the golden rule of what got them there. They solved a problem for a segment and are appreciated for it. I love Walmart, but I take a leap of logic: a Louis Vuitton customer probably won’t buy his bags there.

It’s okay to branch out and want to reach more people, my point is that if you’re connected to your audience, you need to branch out to a more similar audience. If you are a fighter, don’t try to win with boxing. Do what you do best, the market will support you if your products and services are excellent. One of my favorite clients is the Proxe Pay team. Here is a company that lives by the motto. “Win with what you do best” “Then politely ignore the rest”

Proxe Pay is not trying to capture the Cheesecake Factory or Starbucks. They realized early on that if they are going to provide the best, most affordable processing to the small business owner, they have to solve a problem that no one else is willing to do. They are currently on track to write over $100 million in processing and have done so by providing rates and services to businesses that would not normally have access to them. They have found something that they do very well. Treating smaller companies as one would treat Walmart and act like one. They are a clear example of finding your audience and making them fans.

In business you should always fight with your style, in your own way, using your techniques. Don’t let anyone challenge you and push you to fail at something you just shouldn’t do anyway. Let your business dictate your audience and never have anyone force you into a stand-up fight if the field game is working.