Field of dreams is bull crap. Here's the secret in digital marketing, e-commerce, if you build it, they don't come. So I've been getting a lot of questions lately, and I mean, a lot of them of like, Hey, I'm launching this product. I got this funding. What do I do? What do I focus on first? I'm going to make the product.Should I launch cold traffic? Like what should I do? Ah, the answer is always simple. You always want to build an audience. While, you are planning the launch of your product. I've watched so many businesses, and I mean hundreds of businesses fail. Some of them not recovered because they built a product. They spent six months building a product, getting formulations, nailing it, launching it to nobody.And so the priority always has to be. Building an audience, adding value, creating a relationship with your customers or your future potential customers. While, in the process of creating your product. Now, there's a couple of benefits to this. Number one is you basically get a tribe of beta testers that give you unabashed, unapologetically authentic feedback.You can reach out to them. You can give them samples, you can show them your logos. You can tell them your website. You can tell them what kind of content you want to create. Then you can get on the phone with them and ask them like, how could I support you? What are your biggest challenges?Well, this is what we call customer telepathy. Getting on calls and connecting with your current customers or your future customers. So you can do all the psychographic and demographic and product research that you ever need to do. A byproduct is, is that when you make them a part of the process, you basically create your hundred raving true fans from the get go, which means these people, are the ones to review it, to share your content, to have a deep relationship with, and most of them will be your customers for life.Lifetime of your product or your brand. Now, here's why this is so important. I watch companies do this all the time. They spend all this time in meetings on whiteboards, in rooms planning, like how are we going to talk about this? This is what we're going to say in copy. This is what our headlines are going to be.This is what content we're going to create. Well, when you do it that way, you're basically marketing or creating for you, not marketing or creating for your ideal customer. Because the mistake we make is we assume that we know what language they're speaking, but in actuality we tend to overcomplicate things.And so you want to create these things with them. You want them to be a part of the process. It'll save you time. It'll save you money, and it will save you a whole boatload of energy. Plus it will work a lot faster because you are basically building it with them as you go. Right? And so I tell people this all the time.We know the destination, right? It's a product that we want launched. We want this product into the world. I love that, right? We know what the finish line is. There is no paved road to get there, right? So watch companies, entrepreneurs pave a road, and then they get pissed that nobody drives down that road.Well, that's not the road they wanted to drive down. So instead I'm like, that's the destination. Let's be in relationship with our potential customers or future customers, and let's pave the road with them. And sometimes it ends up looking like this, but they all drive down it because they built it with you.And so you want to have your. Avatar, your customer a part of everything that you do right from the gecko. The more transparent you are, the more authentic you are and the more connected you are to them, the more likely your chances are to succeed and your product actually working. Now, the one caveat here is if you're launching like a faceless brand or product that's like a on Amazon only, but even in that world, I treat it the same because I want those people to be my first reviewers and my beta testers and to tell thei