“If you build it they will come.”  This movie line from the 1989 film Field of Dreams, has become a part of our national and business vernacular.  In fact, many people who quote the line have no idea about its origin; nor are they aware of the fires of struggle in which that line was forged. 

Building something to which others will come is a painstaking process in business, as it was in the movie.  The central characters of the film, Ray and Annie Kinsella, had leveraged their very home and livelihood in order to pursue their vision.  In the end, this popular line turned out to be prophetic.  “They” came – and everyone lived happily ever after. 

But it wasn’t that simple.  A great deal of angst and sacrifice occurred before the fairy tale ending.   

Within this oft-quoted prophecy lies significant business truth.  Let’s look more closely. 

“IF you build it they will come.”  You have options.  Building your business is not a given.  You can build or not build.  You can build in many different ways and places.  Make and embrace your choices.  Choose what works best for you at this time in your preferred place. 

“If YOU build it they will come.”  Building is your responsibility.  Seize the responsibility of your work and the power that comes with it.  You can look to others for help, wisdom and resources – but YOU must take the actions and make the choices that lead to building your job or business. 

“If you BUILD it they will come.”  They don’t come to watch you build.  It isn’t built until it’s completed.  Don’t start, unless you’re prepared to take it all the way and finish the work.  Go the distance. 

“If you build IT they will come.”  What is IT that you’re trying to build?  Have you defined it completely?  Do you and everyone who’s in this with you clearly see in their mind’s eye what IT is?  If it’s not clear to you, it won’t be clear to anyone. 

“If you build it THEY will come.”  THEY are customers.  Do you know exactly who THEY are?  Do you know what THEY care about, what makes them tick, what they want and need, what makes them choose you? 

“If you build it they WILL come.”  You have choices in your business, so do your customers.  It is their WILL you are trying to persuade.  Do you know what alternatives they are considering?  They will spend their time and money with you or someone or something else.  Understand their choices and build in a manner that makes you the best alternative. 

“If you build it they will COME.”  To COME is to take action.  Do you invite your customers to take action?  Merely informing them of what you’ve built isn’t enough.  You must provide a compelling case about your value proposition and then you must ask your customers to come. 

We all have an unrealized dream – in business or in life.  The lessons we can learn from Ray and Annie Kinsella are profound. 

• Listen to the benevolent voices
• Live your life for something you have passion for
• Go the distance
• Tell the malevolent voices to shut up
• People will most definitely come
• Have faith in the vision
• Invite others to share in your dream

Faith is the substance of things HOPED for, the evidence of things not yet seen.

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