If You Build It, They Will Come: More Than Just A Movie Line, A Lesson For Small Business Owners

My great friend and colleague Jeff Solomon of Performance Improvement Africa inspired this blog and life lesson as we chatted about the number of entrepreneurs in all fields chasing their dreams.

In 1989, the cinema world graced us with an enduring story that has become a cultural reference point. “Field of Dreams,” a film starring Kevin Costner, brings to life the timeless adage, “If you build it, they will come.” Costner’s character, an Iowa farmer, builds a baseball field in his cornfield and becomes host to the spectral presences of baseball greats, such as Shoeless Joe Jackson, offering us an unforgettable scene of past legends meeting the present in a field born out of passion and belief.

This catchphrase has since been popularly referenced in business as a guiding principle for entrepreneurs. However, while it holds an element of truth, it only tells half the story, particularly regarding the reality of owning a small business.

Building your own “field of dreams” or your business is the first step in a long, often challenging journey. Building it doesn’t automatically guarantee customers or success, just as creating a baseball field in a cornfield doesn’t necessarily promise a crowd of spectators or the appearance of long-gone baseball legends. It’s not merely about the physical structure; it’s about the love, care, perseverance, and marketing strategies you infuse into it.

Yes, you read it right – just as critical as the blood, sweat, and tears you pour into building your business, so too is the need for effective marketing. Kevin Costner’s character didn’t merely sit back and relax once the field was built. He actively sought out those who could appreciate his dream, drawing them in with his sheer love and belief for the field. Similarly, it would be best to actively reach out to your target audience, promoting your brand, products, or services with the same intensity and passion.

Nurturing your business is equally crucial. As a farmer tends to his crops, a small business owner should constantly nurture their enterprise. This means continually refining your business strategies, addressing any issues that arise promptly, and staying attuned to the changing needs of your customer base. It is in nurturing that growth happens, and scale becomes possible.

Scaling, too, is a key element of business growth. You’ve built your business, lovingly cared for it, and marketed it to the right audience. The next step is to grow and expand. Scaling might involve diversifying your products or services, reaching new markets, or adopting new technologies. But remember, successful scaling is done thoughtfully and strategically, not rushed or forced. It takes planning, resources, and a great deal of patience.

“If you build it, they will come” is a romantic notion, yes. It speaks of belief, taking chances, and the possible magic that can occur when passion and courage meet. It’s an invaluable attitude for every small business owner to have. However, it’s equally important to acknowledge the work before and after the building phase.

So, build your “field of dreams”, the business you’ve always wanted. But remember to do more than build. Love it, care for it, market it, nurture it, and scale it. The road to success may be extended and winding, but those additional steps beyond mere construction often turn a small business into a legend. After all, your business is not just a business; it’s your field of dreams. Make it come alive, and they will come.