Hate to say it, but customers don’t just wander in from the cornfield.

Some founders I talk to believe their product is so great customers will supernaturally find it, love it, and buy it.

But customers aren’t like the ghosts from ‘Field of Dreams’

They’re real people with:

• Existing loyalties
• Limited awareness
• Resistance to change
• Endless distractions

The hardest conversations I have sound like this:

“But…our product is superior.”
“Our reviews on Amazon are outstanding.”
“We did an influencer push, word of mouth should do the rest.”

That’s nice. But it’s not growth.

The brands that win this game understand:

• You must meet customers where they are. Multiple touch-points , multiple channels.
• Visibility is a prerequisite for excellence. Stop the top funnel, and you disappear.
• Trust comes before the sale. You need mid-funnel, conversion focused strategy.

The product is just the start.