Why Kevin Costner was wrong in Field of Dreams

In the movie Field of Dreams, Kevin Costner plays an Iowa corn farmer named Ray Kinsella.

The plot of the movie revolves around Ray hearing a voice (later revealed to be his own inner monologue) telling him “if you build it, they will come”.

That works fine for a fictional movie plot, but it’s terrible business advice. That’s the case whether you’re just starting your membership site, or have been running it for years.

If you’re planning a membership site, your first priority should be building an audience.

Launching with an existing audience is the difference between getting off to a great start, and starting a long, tedious grind of very slow growth.

If you’re running a membership site and seeking to grow it, your first priority should be building your audience bigger than it already is.

Marketing to a large, engaged audience means that new offerings, courses, services, etc. you produce can take off right away, and earn a return on investment in months rather than years.