Many businesses struggle to focus.
Too many marketers target anyone. I will always argue it is better to be loved by a few than tolerated by many. You have to create a tight bond with a core of your best fans, and use that fan base to expand your following.
When you look for your ideal fan - your target - think of someone you already know, either personally or through connections who really would want your product or services and then that is your starting point. How would you connect with that person, what would you do to make it happen - and then craft your message and media accordingly.
And that's one way to start Doing it Differently!