Know Thy Lane
You can not be all things to all people, nor should you want to be. Aim to be exactly what the people you seek to serve are in need of. This can only be accomplished if you know your audience and understand their pain points. The broader the audience the more variables exist. Mass market companies fill mass market needs and most businesses don't have the means or resources to compete amongst top tier market leaders. That means that you must find a subsection of the masses; a niche. They say there are "riches in the niches", this is because small audiences tend to be loyal once they find "that thing" that speaks to them. For example, only a handful of people are interested in charcoal toothpaste so the big players don't fuss with it. However, this small handful of individuals may be the only audience a charcoal toothpaste brand needs to create a sustainable business - as long as it stays within it's niche and continues to serve its core customer.
Don't be swayed by the lure of mass marketing, mass sales, mass consumerism, mass distribution, mass everything; go the other way. Find a handful of people that are in love with your solution. Then find others like them. Then collectively build this audience and find new ways to serve them. Make it your mission, your purpose, your life's work, your true north star. The rest will take care of itself. The question is - do you know what lane you are driving in or are you trying to take up the whole road?