Mark Osborne, MBA, CEPA®Enterprise Value Revenue Systems for B2B founders who want to break through revenue roadblocks, Modern Revenue Strategies · Agent Evers - Mark Osborne's agentic tool for building Enterprise Value Revenue Systems for B2B companies from $2M to $20M

Why Businesses Must Choose One Market to Win

9 Feb 2026 · 1 min

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In this interview segment, the host (Speaker A) discusses the common challenge businesses face when deciding which market niche to target, warning against trying to serve multiple segments simultaneously (the "two rabbits" analogy). The host asks the representative from Proxy Foods whether their market focus was a deliberate, pre‑planned decision based on analysis, or if it emerged organically as they gained traction with a particular customer segment. The question seeks insight into Proxy Foods' strategic process for selecting and committing to a specific market segment.

Chapters

So that's an interesting, you know, sort of challenge that a lot of companies run up against, which is having to choose which niche or which segment of the marketplace they're going to really address. Because just as you said, if you try to straddle both, you'll sort of— what's the old phrase? The guy who chases 2 rabbits catches neither. And so the idea that you have to sort of make a choice. I'm curious, you know, in the evolution of Proxy Foods, Was that something that you sort of set out and did some analysis and kind of thinking about and picked your marketplace and then went after it? Or did you sort of find yourself evolving as you started to get traction with one market segment versus another? How did you make that choice there with Proxy Foods?