Have you ever seen the movie Field of Dreams? In this movie, Kevin Costner’s character is told, “If you build it, they will come.”

At Near Me, a software company I cofounded that powers peer-to-peer marketplaces and private communities, we experience this philosophy every day with our prospects. We call it the “Field of Dreams” myth.

We hear elevator pitches like, “I’m going to be the eBay of Soccer jerseys, I’m going to build the Airbnb of boats, or we will create the Taskrabbit of food delivery.”

And then we as