I think "build it and they will come" has most of it's criticism focused on a lack of plan for doing more than making something. It is certainly okay to believe that you have a v0 for something brand new that once people lay eyes on it, they just need to have it. But that doesn't mean just building it is 99% of the work. It's more like 50%. And yes, more often than not the v0 does not work out this way. But this is the nature of doing bold things. They mostly fail. I think the startup ecosystem has sent the wrong message by saying it doesn't matter what v0 is, just keep improving it and you'll win.

In the musician world, "build it and they will come" would refer to creating a really great band by practicing in your parents basement, but never playing shows in the real world. You aren't going to grow a fanbase by playing in the basement. But you could be a damn fucking good band playing music that everyone needs to hear. There is a lot of work that takes you out of the basement. 50%. But if the first 50% isn't there no amount of leaving the basement is going land you anywhere.

Lack of planning has nothing to do with “build it and they will come” — and everything to do with communicating with the customer to understand what would make them come and why. Beyond that, this is not about getting a percentage done, but 100% of the least viable amount of “done” complete that would result in a predefined behavior; spend money, use product everyday, etc.

Musician equivalent might be identifying few notable bands in a given genre and actually understanding which fans spend money, why, where they listen to it, what other music they listen to, how they discover new music, what songs they share with people, etc; never done music R&D, so honestly stretch, in part because I know distribution is way more important than the actual music, but that doesn’t change that ultimately it’s the fans listening to music that matter. The “build it and they will come” would be making full album with music videos before ever letting single fan or peer familiar with fan tastes listen to the music.

communicating with the customer = marketing = a task beyond making the thing = my point.

No. It’s called customer development, product development, design thinking, human centered design, etc — and has nothing to do with marketing, which is something you do after you have a defined product or service. Sales has more in common with it than marketing.

Customer development, product development, design thinking, human centered design -- those all sound like made up activities you tell your VCs you are doing because you don't have product market fit with v0. Build a new v0 or go home.

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