The False Promise of 'If You Build It, They Will Come'

There's a widespread myth that persists in many circles. This myth goes by a variety of names—from "If you build it, they will come" to the more cynical ...

"Build it for suckers"—but the underlying message is clear: If developers create something valuable or entertaining, users will naturally use or play it. While this idea may sound tempting and even necessary for a successful product launch, in reality it's often far from the truth. This blog post explores why relying on the "If you build it, they will come" appeal can lead to significant frustrations and potential pitfalls in both software development and game design.

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1. The Myth Explained
2. The Reality Behind the Myth
3. The Frustrations of -If You Build It-
4. Conclusion: Building for Real Users

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1.) The Myth Explained

The concept behind this myth is that if a developer creates something innovative or compelling enough, market forces will ensure that users adopt the product. This perspective assumes that once a product is available, consumers will spontaneously recognize its value and start using it, regardless of marketing efforts or competitive positioning. However, history has shown us that successful products often require active promotion and strategic marketing to achieve significant adoption.

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2.) The Reality Behind the Myth

1. Market Education

For many innovative products, users initially lack awareness about what they can do with the product, its unique features, and how it compares to other offerings in the market. This means that developers must invest time and resources into educating their target audience about the existence and benefits of their product. Failing to do so can result in a slow or non-existent user base despite the product being valuable on paper.

2. Competition

The marketplace is often crowded with competitors, each offering similar or identical services/games. Without effective marketing and differentiation strategies, it's hard for new products to cut through the noise and attract users. Competitors may already have a strong user base that makes switching costs high for potential users, further complicating the challenge of getting people to adopt a new product.

3. User Adoption Curve

New products often follow a typical adoption curve where only a fraction of early adopters will try out something new and even fewer will continue using it over time. This means that without proper marketing, developers may never reach enough users who are willing to stick with their product long-term.

4. Lack of Feedback Loop

When -if you build it, they will come- is the mindset, there's often little to no focus on user feedback. Users might not know what to say or how to express their needs and preferences, leading to a disconnect between developer expectations and actual user experiences. This lack of input can result in features that don't meet real-world demands, further hindering adoption.

5. Changing User Needs

User needs and behaviors change over time. What was appealing or useful when the product first launched may no longer be relevant as users' preferences evolve. Without ongoing market research and a responsive development strategy, products risk becoming obsolete, even if they were initially promising.

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3.) The Frustrations of -If You Build It-

1. Overpromising and Underdelivering

Developers who believe in the myth might overpromise what their product can do based on early demos or internal tests, only to be frustrated when actual user uptake doesn't match expectations. This disillusionment can lead to decreased morale among developers and a lack of trust in future marketing claims.

2. Unmet Expectations

Failing to achieve significant market penetration despite efforts can leave developers feeling disheartened. They might feel that their time, resources, and effort were wasted if the product doesn't take off as expected, even when improvements are made based on user feedback and market trends.

3. Misallocation of Resources

When expectations are set too high based on a flawed premise, developers can misallocate significant resources towards marketing or further development that might not be justified by actual user needs. This misallocation can lead to financial strain and strategic errors in future product planning.

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4.) Conclusion: Building for Real Users

In conclusion, the promise of -if you build it, they will come- is a seductive but ultimately misleading concept when applied to software development and game design. The reality is that successful products require active promotion, market education, ongoing user engagement, and responsive product development based on real user feedback and evolving market trends. Developers would be well-advised to approach their projects with a balanced perspective that includes both the excitement of creating something new and the practical need for effective marketing and user engagement strategies. By focusing on building products that genuinely serve user needs and continuously refining them through honest, iterative improvements, developers can increase their chances of achieving long-term success in what is increasingly competitive market.

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The Autor: Doomscroll / Jamal 2025-10-30