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"If You Build It, They Will Come: The Relevance of 'Field of Dreams' in Business Planning"

In the 1989 movie "Field of Dreams," the protagonist, Ray Kinsella, hears a mysterious voice whispering, "If you build it, they will come." Inspired by the message, he constructs a baseball field in his cornfield, hoping to attract the ghosts of legendary baseball players. While the film centers around the power of belief and dreams, the underlying concept of "if you build it, they will come" holds valuable lessons for business planning. In this blog post, we explore how this concept can be applied in the business world, and why it is worth considering when formulating your entrepreneurial endeavours.

Vision and Purpose:

In the movie, Ray Kinsella had a strong vision and purpose that guided his actions. Similarly, in business planning, having a clear vision of what you want to create and a defined purpose for your venture is essential. When you believe in your idea and have a deep passion for it, others are more likely to be drawn to your product or service. Building your business around a compelling vision creates a strong foundation for success.

Business Planning as taught by a 1980s classic film


Ray's baseball field was unique, standing out in the midst of vast cornfields. To attract customers and clients to your business, you must offer something distinctive and valuable. Differentiation is the key to standing out in a crowded marketplace. Consider what sets you apart from competitors and build upon those unique selling points. By offering something special, you increase the likelihood of attracting customers who are seeking exactly what you provide.

Creating Demand:

Building something alone does not guarantee immediate success. However, by creating demand and generating excitement around your product or service, you can significantly increase the chances of people flocking to your business. Effective marketing, strategic partnerships, and compelling storytelling can all contribute to generating buzz and anticipation. By nurturing curiosity and interest, you can turn your vision into a reality that people genuinely want to be a part of.

Delivering Value:

In the movie, the baseball field delivered an extraordinary experience for those who visited. In business, it is crucial to focus on delivering exceptional value to your customers. By providing a product or service that exceeds expectations, you establish a positive reputation and foster customer loyalty. Word-of-mouth recommendations and positive reviews can be powerful drivers for attracting new customers. Building a solid reputation for value and quality is vital for the long-term success of your business.

What can the movie Field Of Dreams teach us about business planning

Adaptation, Evolution & Business Planning:

While the quote suggests that building alone will attract customers, it is important to note that the business landscape is dynamic and ever-changing. Just as Ray had to adapt and evolve his field to accommodate the changing needs of his visitors, businesses must be willing to embrace change and innovation. Continuously assessing market trends, customer preferences, and technological advancements enables you to stay relevant

and ensure your business remains a magnet for customers.

The concept of "if you build it, they will come" from the movie "Field of Dreams" may seem idealistic, but it holds valuable lessons for business planning. By embracing a strong vision, creating differentiation, generating demand, delivering value, and adapting to change, you can increase the chances of attracting customers and achieving success. Remember, building something exceptional is just the beginning; it is the ongoing commitment to innovation, customer satisfaction, and growth that will truly make them come and stay.


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