The purpose of SEO is to make sure your site features in the search engines for words and phrases used by people who might buy your products or services. This is one of SEO's fundamental rules and the premiss for keyword research.
The problem some people have however is they let their ego get in the way. You need to remember, there's no place in business for vanity publishing, online or otherwise. This can sometimes mean saying no to having your valuable homepage ranking for a search term you think it should rank for in favour of a term your research is telling you it has to rank for.
You can always optimise a deep linked page for your vanity ranking but you should always reserve your homepage optimisation for words and phrases your potential customers use.
Of course it may be possible to make sure your homepage ranks both for traffic generating words AND your vanity phrase........