If You Build It, Will They Come?

by: Shannon McNay

If you build it, they will come.

This now infamous line has lived in the psyche of every artist, inventor, or creative since the beginning of time. It is, truly, the reason so many artists are “starving”.

If only that were true.

“If I build it, they will come. If I create it, they will see. If it exists, it will prosper.”

It could be one of the great ironies that those skilled at creating tend to lack the skill of selling. And those that do have the skill of selling might simply lack the desire to do so. We all tend to think we simply need to create our masterpiece and the world will inevitably flock to it.

If you build it, they won’t necessarily come. You must bring them to it.

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