Here’s why ‘if you build it, they will come’ is shitty advice

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Here’s why ‘if you build it, they will come’ is shitty advice

Bethany Koby and her husband Daniel Hirschmann founded Tech Will Save Us in 2012 after toy shopping for their young son left them feeling frustrated.

The company, which makes DIY electronic kits for children aged from four up to 11+, started small: around the founders’ kitchen table — it now operates in 97 countries.

Over the years, Koby says she’s received plenty of advice — some good and other less so.

“The best piece of advice I was given was that being an entrepreneur is a journey and not a destination. Also, no matter how big your business gets, you should know and care about everyone on your team — personally and professionally,” she says.

[Read: Vestiaire Collective’s CEO: Self-disrupt to keep up with customers’ evolving needs and wants]

Conversely, the worst piece of advice she ever received was someone telling her that if you build it, they will come — it’s simply not true. “You need to help them find it,” Koby says knowingly.

Launching a product — what you need to know

Launching a new product is always hard. Businesses need to ensure there’s hunger for such a product, and if there isn’t, they must create it — and when you’re producing something for children, you need to create buy-in from their parents.

“All products need to solve a need, so find out what need you are solving for parents and keep discovering all the nuances in this need,” Koby says.

Communication is also key. “Be sure to communicate in a way that parents understand and that resonates with them — don’t assume they know what your product does and how. Explain, explain, and explain again,” she notes.

Here’s why ‘if you build it, they will come’ is shitty advice