Field of Dreams Marketing Part 1

Remember the Kevin Costner movie where the guy was building a baseball field in his backyard so that his late father and other great baseball players would appear and play ball? The recurring line in the movie was "build it and he will come."

Field of Dreams Marketing or "Build it and they will come" is the marketing approach of too many companies. It's tempting to think that if you build a good company--good quality, good people, good pricing, etc.--that the customers will come.

No matter how good your people or product are, if customers can't succinctly understand what you do and aren't excited about it, they will not come.