Building a Startup Business
The Fallacy of “If You Build It, They Will Come”
The phrase “If you build it, they will come” became famous from the classic movie "Field of Dreams," starring Kevin Costner. In the film, Costner’s character hears a mysterious voice telling him to build a baseball field in the middle of his Iowa corn farm. Despite the financial risk and the disbelief of those around him, he follows the vision. Miraculously, fans eventually show up, and the field becomes a magical destination.
It’s a great movie. But it’s a terrible business strategy.
Many startup founders unknowingly adopt the same mindset. They believe that if they create a product, launch a service, or open a business, customers will automatically appear. They focus on building something—anything—without first confirming whether people actually want it, need it, or are willing to pay for it.
In the real world, unlike in the movies, customers don’t come just because something exists.
Businesses fail every day not because their owners didn’t work hard, but because they built solutions to problems no one cared enough about. They invested time, money, and energy into ideas based on assumptions instead of real customer demand. Passion and effort alone are not enough. The market decides what survives.
Successful businesses take a very different approach. Instead of starting with the product, they start with the problem.
They ask important questions:
- What problem are people actively trying to solve?
- How painful or costly is that problem?
- Who specifically is experiencing it?
- What solutions have they already tried?
Only after these questions are answered does the business design a solution. This ensures the product or service fits a real need, not just a personal idea. When a business solves a meaningful, urgent, and recognizable problem, customers don’t need to be convinced to buy. They’re already looking for help.
This is the difference between hoping for customers and attracting them.
In Field of Dreams, the baseball field itself was the attraction. In business, the attraction is the value you provide. Customers don’t buy products. They buy outcomes—less stress, more time, better results, or fewer frustrations. When a business clearly delivers those outcomes, demand follows naturally.
Startups that skip this step often struggle with slow sales, confusion about their target audience, and constant pivots. They spend more on marketing to “create” demand instead of serving existing demand. Over time, this leads to burnout, wasted resources, and failure.
The smartest entrepreneurs reverse the process. They identify a real problem first, validate it with real people, and then build a solution around it. This approach reduces risk, increases clarity, and dramatically improves the chances of success.
The movie version of business is inspiring, but the real version requires discipline, research, and strategy.
Key Takeaway:
In business, customers don’t come because you built something — they come because you built something that matters to them.
Is boring ever better?
What’s Better… a Revolutionary Business Idea or a Boring Successful Opportunity?
Many aspiring entrepreneurs dream of launching the next groundbreaking startup. They imagine creating a revolutionary product, disrupting an industry, and becoming the next big success story. While these ideas are exciting, they often come with high risk, intense competition, and uncertain outcomes. In contrast, a quieter and far more reliable path to success exists—building a “boring” business that solves everyday problems and consistently makes money.
In his book The Sweaty Startup, entrepreneur Nick Huber makes a compelling case that most wealth is not created through flashy innovations, but through simple, practical businesses. These are companies like cleaning services, storage facilities, lawn care, power washing, moving services, and other unglamorous operations. They may not attract headlines, but they attract customers—and more importantly, steady cash flow.
Huber argues that many people chase exciting ideas because they sound impressive. They want to build apps, platforms, or high-tech solutions, even when the market is crowded and the business model is unclear. These ventures often require large investments, complex development, and long periods without profit. For every success story, there are thousands of startups that fail quietly.
Boring businesses, on the other hand, focus on solving common, visible problems. People need their trash removed, their properties cleaned, their lawns maintained, and their items stored. These services are always in demand, easy to understand, and simple to sell. Customers don’t need convincing—they already know they need the service.
Another advantage of “sweaty” startups is accessibility. You don’t need advanced technical skills, large investors, or years of development. Many of these businesses can be started quickly with basic equipment, local marketing, and hard work. The barrier to entry is low, and the path to profitability is clear.
Huber also highlights that boring businesses offer control and stability. Owners can build systems, hire teams, and scale operations without depending on unpredictable trends or venture capital. Revenue comes from real customers paying for real services—not from speculation or future promises.
While revolutionary ideas can change the world, they are not the most reliable way to build wealth. They require perfect timing, massive resources, and often a lot of luck. Most entrepreneurs don’t need to reinvent an industry to succeed. They just need to serve an existing need better than the competition.
A boring business doesn’t mean an unimportant one. It means practical, profitable, and dependable. These businesses provide real value, create jobs, and produce consistent income. Over time, that steady success can lead to financial freedom and long-term security.
The truth is, excitement doesn’t pay the bills—results do.
Key Takeaway:
A revolutionary idea may sound exciting, but a boring, well-run business is far more likely to make you wealthy.
What comes first... product or problem?
Many entrepreneurs believe the best way to build a successful business is to start by creating a great product and then figuring out how to sell it. This traditional “build first, market later” approach has been taught for decades. Unfortunately, it often leads to wasted time, money, and effort. In their book Nail It Then Scale It, Nathan Furr and Paul Ahlstrom explain why this method is ineffective—and what works better.
Their research shows that most startups fail not because the product was poorly built, but because it solved a problem that customers didn’t care enough about. Entrepreneurs fell in love with their ideas before confirming whether the market actually wanted them. The result? Businesses offering solutions in search of a problem.
Furr and Ahlstrom propose a smarter approach: identify and validate the customer’s monetizable pain before building the solution.
A monetizable pain is a problem that is painful enough for customers to actively seek a solution and pay for it. It’s not just an inconvenience—it’s something that costs them time, money, energy, or peace of mind. When a business focuses on solving this type of problem, selling becomes easier because customers already feel the urgency.
To explain this concept, the authors use a powerful metaphor: the difference between a flea bite and a snakebite.
A flea bite is annoying. It itches. It’s uncomfortable. But most people won’t rush to a doctor or spend much money to fix it. They may scratch it, ignore it, or use a cheap remedy.
A snakebite, on the other hand, is serious. It demands immediate attention. People don’t hesitate to seek help, pay for treatment, or take action to solve the problem.
In business, many entrepreneurs unknowingly build solutions for flea bites—minor issues that customers tolerate rather than urgently fix. These businesses struggle to generate consistent sales because the problem isn’t important enough to motivate action.
Successful businesses focus on snakebites.
They identify problems that:
- Cause real pain or frustration
- Create financial or time-related consequences
- Prevent customers from reaching important goals
- Demand immediate or reliable solutions
Before building anything, smart entrepreneurs talk to potential customers. They ask questions, observe behavior, and confirm whether the pain is real, frequent, and costly. Only after this validation do they design a solution.
This approach reduces risk and increases clarity. Instead of guessing what the market wants, businesses respond to what the market already needs. When customers feel the pain strongly, they don’t need to be persuaded—they’re already looking for relief.
Furr and Ahlstrom also emphasize that scaling should only happen after the problem is clearly understood and the solution has proven demand. Many startups fail by scaling too early, spending heavily on marketing and growth before they’ve truly “nailed” the problem.
Finding the snakebite isn’t about being dramatic—it’s about being realistic. The more serious the problem, the stronger the customer’s motivation to buy.
Key Takeaway:
In business, success doesn’t come from building better products—it comes from solving bigger problems.
can't generate or convert sales leads?
If your sales feel inconsistent or unpredictable, it’s time for you to take control. And that starts with an assessment of your sales process.
The best way to solve any problem is to start with an in-depth assessment of that problem. Over the years of working with business owners, I have identified several problem factors that minimize sales success. I have included those problem factors into an easy-to-use self-assessment tool.
This assessment tool will help you...
* Pinpoint Sales Bottlenecks: Uncover weaknesses in lead generation, conversion, and follow-up.
* Interpret Your Results : Understand where your sales process is breaking down and why.
* Identify Growth Opportunities: Discover the missing steps that could get more sales leads.
* Actionable Next Steps: Get clear guidance on improving your sales process.
Who will benefit from this assessment tool?
* Any business owners struggling to generate and convert sales leads
* Entrepreneurs who lack a reliable structured sales process
* Service-based businesses that want a clear, repeatable system for sales success
By the end of this assessment, you’ll have a clear roadmap to fix your sales process and create a predictable, scalable, and profitable business.
If you would like more details about this unique assessment tool, contact me today and let's schedule a complimentary Zoom conversation.
Hunting the wrong customers?
Most small businesses struggle because they’re chasing the wrong customers. So, who are the right customers? Those customers with a significant problem and a willingness to pay you to solve that problem with your product or service.
But here’s why many business owners get it wrong: there are three types of prospects.
* Elephants – Big customers that bring significant revenue but take longer to close.
* Rabbits – Smaller, steady customers that are easier to catch and keep.
* Roadkill – Prospects that drain your time and energy but never buy.
Most small businesses spend too much time chasing roadkill. And if that continues, the business will suffer and eventually fail.
So, how do you avoid chasing Roadkill? By using ChatGPT to create a well-defined customer persona. And you can use that customer persona to develop your marketing strategies, improve product development, and enhance customer engagement.
If you would like more details about how to use ChatGPT to create a customer proforma, contact me today and let's schedule a complimentary Zoom conversation.
Are you feeling alone?
Women Business Owners... You Are Not Alone! The explosion of women business owners is reshaping the entrepreneurial landscape—and it's an exciting time for innovation and growth!
Every day, more women are daring to pursue their passions, launching businesses that reflect their unique visions and diverse experiences.
Yet, this journey isn't without its challenges. Many women entrepreneurs navigate hurdles like accessing capital, finding mentorship, and balancing the multifaceted demands of business and homelife. These obstacles remind us that while the opportunities are immense, support is crucial for sustained success.
So, what do women entrepreneurs need to grow their businesses?
* ROBUST SUPPORT NETWORKS: Access to mentors, peers, and communities that offer guidance and encouragement.
* ACCESS TO CAPITAL: Funding opportunities tailored to the unique challenges of starting and scaling a business.
* SKILL-BUILDING RESOURCES: Training in digital marketing, financial management, and leadership to drive business growth.
* VISIBILITY AND ADVOCACY: Platforms that amplify their voices and recognize their contributions in the business world.
As we celebrate the rise of women entrepreneurs, let's also commit to creating an ecosystem that not only recognizes their achievements but actively supports their journey. When we invest in women, we invest in a more innovative, diverse, and thriving future.
If you would like more details about how you can create a support network for your business, contact me today and let's schedule a complimentary Zoom conversation.
Want a Simple Sales Process?
Here's a simple Sales Process you can use to generate more leads and close more sales. It consists of 5 stages:
Stage 1. Building Awareness
For small businesses, building awareness of your product, service and solution the first step in selling. It drives customer engagement, creates brand recognition, and fosters trust within the community. Awareness attracts new clientele and fuels growth.
Stage 2. Identify Interest
Once customers are aware that the business exist, the next step is identifying those customers that are genuinely interested in your product, service and solution. Those customers that are genuinely interested have a higher probability of becoming paying customers
Stage 3. Create Desire
Creating Customer desire drives demand, increases engagement, and motivates the purchase decisions, and building loyalty.
Stage 4. Cause Movement
A compelling offer creates urgency, overcomes hesitation, and motivates customers to act promptly.
Stage 5. Bonding
Post-sales customer bonding and exceptional customer service foster loyalty and long-term success. Building relationships beyond transactions builds trust, encourages repeat business, and generates referrals.
If you would like more details about this simple sales process, contact me today and let's schedule a complimentary Zoom conversation.
Feeling Frustrated?
SEO Consulting
Business owners, if you’re feeling frustrated, exhausted, and questioning whether all your hard work is worth it, you’re not alone.
Many women business owners struggle to keep their businesses going because they don’t have enough sales leads or paying customers to sustain them. The late nights, the missed family moments, the financial stress—it all adds up.
Here are some practical steps you can take to keep going...
1. Get a Fresh Perspective – If what you’re doing isn’t working, change it. Sometimes, an outside viewpoint can help you see opportunities you’ve missed.
2. Focus on Revenue-Generating Activities – Identify the tasks that bring in sales and double down on them. If social media isn’t converting, try networking or direct outreach.
3. Reconnect with Your ‘Why’ – Remember why you started. Your business exists to solve a problem and serve your customers. Keep that mission in front of you.
4. Seek Guidance – A coach or mentor can save you time, money, and frustration by helping you implement proven strategies that lead to growth.
5. Keep Showing Up – Success doesn’t happen overnight. Every step forward, no matter how small, moves you closer to your goal.
Trouble Converting Prospects?
Are you having trouble converting prospects into paying customers? How do you get more prospects to say “Yes” to your products or solutions? It all starts with build Trust and Credibility with your customers. So, how do you do that?
- Showcase Real Results
Use case studies, testimonials, and success stories to prove that your service works. If you help business owners generate more leads, share specific numbers - Be Transparent
Avoid over-promising. If your service isn’t the right fit for a prospect, be honest about it. Transparency builds credibility and positions you as an expert, not just a salesperson. - Offer a Risk-Free Way to Engage
Providing a free consultation, money-back guarantee, or sample service removes the fear of making a wrong decision. It reassures customers that they are not taking all the risk. - Be Consistent in Your Messaging and Service
If your marketing promises a high level of service, make sure your delivery matches. Inconsistency creates doubt, while reliability builds trust. - Speak to Their Pain Points
Clearly define the problem your service solves. If your ideal customer struggles with getting consistent leads, talk about how unpredictable revenue is holding her business back. Make the pain real and relatable. - Showcase the Transformation
Don’t just sell your service—sell the outcome. Describe what life will look like after working with you. Will she have more free time? More financial security? A steady flow of clients? Paint a vivid picture. - Use Social Proof
Seeing others succeed makes people want the same results. Use testimonials, before-and-after scenarios, and recognizable client names (if possible) to create a sense of “I want that too.”
Trust and credibility are not just nice to have—they are essential for converting prospects into loyal customers. By proving your reliability, being transparent, and making it easy to engage, you position your business as the clear choice.