# The Field of Dreams Fallacy: Why Building a Great Product Isn't Enough? > Building it does not make them come. Why good products stall without distribution, and the word-of-mouth, loyalty and partnership plays that unstick them. - Author: Rishikesh Ranjan · Published: Apr 21, 2022 · Updated: Aug 11, 2026 - Type: Essay - Tags: Case Study, Why Startups Fail? - Growth levers: Acquisition (primary), also Referral, Retention - ~1205 words --- ![The Dropbox logo and wordmark on a blue background, beside a monitor showing a Dropbox file browser with folders and document icons.](https://www.productgrowth.blog/media/posts/the-field-of-dreams-fallacy-why-building-a-great-product-isnt-enough/01-image.webp) ## The Field of Dreams Fallacy: A Misconception in Business Growth When it comes to growth, many businesses fall victim to the Field of Dreams fallacy: the belief that all that's needed is to build a standout product, and "they \[the customers] will come." However, this belief can be dangerous for businesses, as it assumes that customer acquisition will happen naturally. In reality, driving growth requires effort and strategy. ## Dropbox: Identifying the Potential for Growth [Dropbox](https://www.dropbox.com/) faced this challenge when it realized that a full third of its users were coming from referrals, but it wasn't coming close to its potential for signing up new customers. This indicated that there was enormous potential for growth, and the next challenge was to figure out how to tap into it. The company decided to experiment with finding alternate ways to ignite growth beyond paid ads. ## Harnessing Word of Mouth: Dropbox’s Strategy for Growth To do this, the team at Dropbox dug into its user data and made a key discovery: word of mouth was strong, even if it wasn't yet driving growth fast enough. This led the team to wonder if they could find a way to harness and amplify this strong word of mouth, making it easy and appealing for early fans to evangelize to many more of their friends. ## The Power of Referral Programs: Dropbox's Success Story Inspired by PayPal's successful referral program, the team quickly crafted a referral program of their own that offered users an extra 250 megabytes of storage space in exchange for referring a new friend to the service. This was a powerful incentive, as 250 megabytes was the equivalent of offering a whole hard drive of storage for free. By offering something valuable in exchange for referrals, Dropbox was able to tap into the enormous potential for growth and drive successful word-of-mouth marketing. This is a great example of how a business can overcome the Field of Dreams fallacy and find alternative ways to drive growth, even if it has a great product. It's important for businesses to remember that building a standout product is just the first step. It's equally important to find ways to get the word out and drive growth. ## Customer Loyalty and Retention: A Recurring Strategy for Growth There are many ways that businesses can drive growth beyond paid ads and traditional marketing efforts. One strategy is to focus on customer loyalty and retention. By providing excellent customer service and creating a positive customer experience, businesses can encourage customers to return and bring their friends and family with them. This can be especially effective for businesses that offer a service or product that is typically consumed on a recurring basis, such as a subscription service. ## Social Media and Online Communities: The New Age Marketing Channels Another strategy is to leverage social media and online communities to get the word out about your business. By building a strong presence on platforms such as Facebook, Instagram, and Reddit, businesses can reach a wider audience and generate buzz about their products or services. This can be especially effective for businesses that target younger demographics, as these audiences are more likely to be active on social media. ## Expanding Reach through Strategic Partnerships Finally, businesses can also consider partnering with influencers or other businesses to reach new audiences. By collaborating with individuals or companies that have a large following, businesses can tap into their networks and expand their reach. This can be a cost-effective way to drive growth, as influencers and partners may be willing to promote your business in exchange for products or services, rather than requiring a monetary payment. ## Conclusion: Overcoming the Field of Dreams Fallacy In conclusion, it's important for businesses to remember that building a great product is just the first step in driving growth. It's equally important to find ways to get the word out and reach new customers. By leveraging strategies such as customer loyalty, social media, and partnerships, businesses can overcome the Field of Dreams fallacy and drive successful growth." Take another example of the Field of Dreams Fallacy [in The Verge's story of Everpix.](https://www.theverge.com/2013/11/5/5039216/everpix-life-and-death-inside-the-worlds-best-photo-startup) Here are some key takeaways from the blog: 1. **Building a great product isn't enough to drive growth:** The Field of Dreams fallacy is the belief that all that's needed is to build a standout product, and customers will naturally flock to it. However, this belief can be dangerous for businesses, as it assumes that customer acquisition will happen naturally. In reality, driving growth requires effort and strategy. 2. **Word-of-mouth marketing can be powerful:** Dropbox found that word of mouth was strong, even if it wasn't yet driving growth fast enough. This led the company to create a referral program that offered users an incentive in exchange for referring friends to the service. This was a powerful way to harness and amplify the strong word of mouth, driving successful growth. 3. **There are many ways to drive growth beyond paid ads:** Businesses can consider strategies such as customer loyalty, social media, and partnerships to drive growth beyond traditional marketing efforts. These strategies can be especially effective for businesses targeting younger demographics or those that offer a service or product that is typically consumed on a recurring basis. 4. **Don't fall victim to the Field of Dreams fallacy:** It's important for businesses to remember that building a great product is just the first step in driving growth. It's equally important to find ways to get the word out and reach new customers. By leveraging strategies such as customer loyalty, social media, and partnerships, businesses can overcome the Field of Dreams fallacy and drive successful growth. ## FAQ: the field of dreams fallacy in growth #### What is the field of dreams fallacy? The belief that building a standout product is all that is needed, and that growth follows on its own. It is a misconception rather than a strategy, and it is common enough to have its own name because so many businesses fall into it. Building a great product is the first step in driving growth, not the whole of it. #### How did Dropbox escape it? By looking at its own data instead of assuming. Dropbox found that a full third of its users were already arriving through referrals while nowhere near its potential, which meant word of mouth was strong but not yet being driven deliberately. The insight was in the data the whole time; what changed was noticing it and building on it. #### What made the Dropbox referral programme work? Offering something genuinely valuable in exchange, in the currency the product already traded in. Inspired by PayPal's referral programme, Dropbox gave an extra 250 megabytes of storage for referring a friend, which at the time was the equivalent of offering a whole hard drive of storage. The reward was worth having and it cost Dropbox capacity rather than cash. #### What else drives growth beyond paid advertising? Three routes named here. Customer loyalty and retention, which turns existing users into a recurring source of growth rather than a one-time acquisition. Social media and online communities, by building a genuine presence where your users already are. And strategic partnerships, collaborating with influencers or other businesses to reach audiences you would otherwise have to buy access to. --- All posts: https://www.productgrowth.blog/archive · Site: https://www.productgrowth.blog