I love the line. I don’t trust it.

“If you build it, they will come” sounds good. It has faith and hope in it. What it leaves out is focusing on the work. Before, during, and after. Nobody just builds. You plan first — step by step, the unglamorous part nobody puts in the movie. What are you building, for whom, and why would they walk through the door? Skip that, and you’re guessing. Driving without direction or a map.

Say you do the planning. You build it. You ship it. That’s not the end; that’s the beginning of the real commitment.

Because building something is like having a child. The birth is the beginning of the job. The job is every day after. Feeding the lovely person, guiding, showing up when it’s inconvenient, watching it change and changing with it. You don’t raise a child once. You raise it daily, for years, without applause.

Same with working for yourself. You don’t build a business — you grow one. Every day you tend to it. And at the center of that tending are the people who trust you: your customers, your readers, your clients. They didn’t just “come.” They arrive because you kept showing up for them, long after the opening was over. You earned their trust and they like what you offer them.

So yes — dreams do come true. But not because you built something and waited. They come true because you kept building, kept caring, kept showing up long after the ship went to sea and the champagne and applause faded.

Plan it. Build it. Then stay.

Do the work. See what happens.

Thanks – Michael (he, him)

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