Why 'Build It and They Will Come' Only Works in Movies

We’ve all heard the phrase, “Build it and they will come.” It’s a feel-good line straight out of a Hollywood movie, and like most things in Hollywood, it’s more fiction than fact. In reality, simply having a great product or service is not enough to attract a crowd of eager customers to your door.

The Field of Dreams Fallacy

In Field of Dreams, Kevin Costner builds a baseball diamond in the middle of a cornfield, and magically, people start showing up. It’s a heartwarming story, but in the real world, if you build a business and then just wait around for customers, you’re more likely to end up with a lot of spare time and empty shelves.

The truth is, the “build it and they will come” strategy is about as reliable as predicting the weather with a coin flip. Many great ideas and products have failed simply because their creators believed that just being good at what they do would be enough to draw in the crowds.

The Invisibility Cloak of Great Products

Here’s the harsh truth: having the best product or service in the world doesn’t matter if no one knows it exists. You could have invented a revolutionary gadget or offer a service that would make people’s lives easier, but if you’re not telling anyone about it, you might as well be selling invisible paint.

There’s a long list of fantastic ideas that never took off simply because nobody knew about them. The world doesn’t need another brilliant but unknown product joining the ranks of things that “could have been.”

Marketing 101: More Than Just Making Noise

So, you’ve accepted that people won’t just appear out of nowhere to discover your business. The next step is understanding that marketing is not just about making noise. Just posting sporadically on social media isn’t a strategy; it’s more like wishful thinking. To truly connect with your audience, you need a plan that goes beyond “hoping for the best.”

Marketing is about knowing who your audience is, where they spend their time, and how to communicate with them in a way that resonates. It’s about crafting a message that speaks to their needs and interests, not just announcing “Hey, we exist!” into the digital ether.

From Ghost Town to Boom Town

The good news? You don’t need a blockbuster budget to make an impact. With some smart, targeted marketing, you can turn your ghost town of a business into a thriving boom town. Start by understanding your target audience. Who are they? What do they care about? What problems can you solve for them?

Once you’ve got that down, you can craft a message that speaks directly to them and put it where they’re most likely to see it. It’s not about being the loudest; it’s about being in the right place, at the right time, with the right message.

Marketing on a Budget: Making Every Dollar Count

For many small businesses, marketing feels like an expense they can’t afford. But marketing doesn’t have to mean spending big bucks on flashy ads or hiring a full-time PR team. There are plenty of creative, cost-effective strategies that can help you get noticed without breaking the bank.

Start with the basics: get your website in order, optimize for SEO, and engage with your customers on social media. Consider email marketing, local partnerships, and attending community events—whatever gets you in front of the right people. The goal is to make sure every dollar spent on marketing works as hard as you do.

Marketing as an Investment in Your Business

Marketing isn’t just a cost; it’s an investment in your business’s growth and success. Think of it like watering a plant. You wouldn’t stop watering it halfway through the season just to save a few bucks on your water bill, would you? Marketing works the same way—consistent effort yields results over time.

Done right, marketing can be the difference between a business that’s struggling to get by and one that’s thriving. It’s what turns that great product of yours from the best-kept secret into the must-have item of the year.

So, let’s lay this myth to rest: building it is just the first step. Telling people about it—and showing them why they should care—is what makes them come. Because in the real world, customers don’t just show up; you have to invite them in. And with the right marketing strategy, your business can be the place everyone’s talking about.