“If You Build It, They Will Come” Is Horrible Advice
Startup founders are the adventurous heroes of the business world. The men and women like you who create the world’s constantly growing array of life-changing products and services deserve to be commended for their vision, hard work, and ability to take action on something as simple as an idea. Entrepreneurs are well known for their strengths in those areas, but many have one great weakness: enamored with the beautiful thing they’re creating for mankind, they assume that their target audience will beat the tar out of one another racing to get to it first. Marketing? It’s an afterthought. This product, this technology, this software is so great, we won’t even need to market it, they assume. And even if we do have to run some ads, it won’t be a big deal. We’ll cross that bridge when we come to it.