Do you absolutely have to have your keyword in the domain name?

OK, I freely admit that I am a complete newbie when it comes to starting websites. My background is MLM. I still have an MLM company I am associated with, but I built up a decent organization and it is on autopilot. I don't make as much as I want to per month, in reality it is a pain sometimes dealing with new members and all the training, but I can't turn down a few grand a month. My passion is Internet Marketing the way this Forum promotes. Its all new to me, but has been of interest forever.

Enough about my background, I am researching keywords to go after a Niche that I am interested in diving into. I understand the point of having your keyword in the domain, but is it absolutely critical? All this research into my Niche got me thinking about the MLM company. The reason I ask is because for as long as I have done MLM, the companies won't let you have their name in a domain. So, all the research got me thinking how can I take this new knowledge of backlinking, article writing, SEO optimization and RSS submitting and add to my website for the MLM company if I can't use their name?

My question is for all those who are much smarter than me, which is most of you on this forum, how would you try to get on page 1 for a company or niche if you couldn't use the name of the company or niche?

For example, lets say its "Monavie", but you can't have "Monavie in your domain name. You know that anyone who gets a presentation or got information about Monavie would go online and type in "Monavie". You want to be on that first page showing everyone what you have to offer them as far as leadership and mentoring goes that differ from everyone else. How would you get to page 1 for "Monavie" without using that term in the domain name?