You know how Instagram suggests profiles a user might be interested in? Earlier this year, a suggested profile caught my attention.
I am a country girl to the core. I grew up riding horses, watching rodeos with my dad, and wearing dusty cowgirl jeans and boots. Yet, when I accepted my first job in San Jose, CA, I walked away from that lifestyle for a long time.
Now, as life progresses, I find myself leaning back into the country lifestyle more and more. I tune into anything reminding me of home.
Initially, "Market in the Mountains" didn't speak much to me. However, the tiny town in Eastern Washington did. Springdale, WA is a very small town in the Northeastern corner of the state. I know this because my parents live in the neighboring town about 30 minutes away. I said out loud, "WHAT IS THIS?"
Soon, I discovered Market in the Mountains is an event hosted by Jessica Garza and her husband, the owners of Moose Valley Ranch each September. This type of event is rare in Washington State. I say this with forty plus years of experience. The only times you find western wear is at an actual western apparel store, a rodeo, a fair, or horsemanship event.
Describing this to someone who isn't a country western enthusiast, it's like a craft fair for country folk. It's a cowgirl's dream! Cowgirl inspired clothing, jewelry designers, hat makers, leather crafters, soap makers, local beef and poultry producers and more.
Last weekend, I finally attended Market in the Mountains. It didn't disappoint!
However, I kept coming back to the same question. If you build it, will they come?
If You Build It, Will They Come? Why Marketing Matters as Much as Your Product
You’ve probably heard the phrase, “If you build it, they will come.” It sounds inspiring — create something amazing, and customers will magically appear. But when it comes to business growth, this mindset can set you up for disappointment.
The Truth Behind “Build It and They Will Come”
Launching a new product, service, or business idea is exciting. You pour time, money, and passion into creating something valuable. But here’s the catch: without visibility, even the best product may go unnoticed. In today’s crowded digital world, building is only half the equation — the other half is making sure people know about it.
Why Products Fail Without Marketing
Many businesses struggle not because the product is bad, but because there’s no clear plan to reach the right audience. Common pitfalls include:
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No marketing strategy in place before launch.
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Relying only on friends and word-of-mouth.
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Ignoring SEO, social media, and other visibility tools.
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Not researching whether there’s actual demand.
What You Should Do Instead
To turn “If you build it, will they come?” into a yes, you need to:
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Research your audience: Who wants what you’re offering? Where are they online?
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Build a marketing plan: Use a mix of SEO, social media, email marketing, and partnerships.
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Engage consistently: Show up where your customers are, and create content that educates and inspires them.
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Test and refine: Listen to feedback and adjust your offer to meet real needs.
Bottom Line - The Buck Stops Here
Building your business, product, or service is just the starting point. Success comes from pairing what you create with a strategic marketing plan that attracts and engages the right people. When you combine quality with visibility, that’s when they really will come.
I want to take a moment to congratulate Jessica. It's really inspiring what she's doing. She's doing all the right things - and that doesn't come without pain. May she find the strength to continue this beautiful event she's created!
