If you build it, they will come...maybe

March 23, 2006 12:19 PM

Was Kevin Costner accurate in Field of Dreams right when he said:

“If you build it, they will come…”?

Maybe.

You can take that quotation in all kinds of directions. And I think one way to transfer his words is into the realm of marketing, or as I call it, professional approachability:

If you build it = a front porch for you and your company that projects approachability…

They = customers, prospects, the media, strangers…

Will come = confidently and comfortably TO YOU in order to learn more, become fans, hopefully buy from you, then tell others how cool you are

Maybe.

But still, there’s something missing. Check this out:

If you build it (authentically), they will come.
If you build it (creatively), they will come.
If you build it (consistently), they will come.
If you build it (interestingly), they will come.
If you build it (intentionally), they will come.
If you build it (fearlessly), they will come.
If you build it (daily), they will come.
If you build it (humanly), they will come.
If you build it (visually), they will come.
If you build it (concisely), they will come.
If you build it (transparently), they will come.
If you build it (participatory), they will come.
If you build it (uniquely), they will come.
If you build it (respectfully), they will come.
If you build it (unselfishly), they will come.
If you build it (simply), they will come.
If you build it (magnetically), they will come.