“If you build it they will come” was the words that echoed around the online marketing world, a line from Kevin Costner’s Hollywood’s blockbuster “Field of Dreams” in 1989.

But hold on, let’s look at that date again… 1989. Yup. Over 31 years ago.
And yet many still apply this strategy to their marketing in 2020.

When I was younger I would create a “Summer Fair” (or fete for those stateside) in my bedroom which comprised of multiple stands on which there were the most amazing games that I had made up. These games had an entry fee and were devised to make sure that my brothers and sister’s pocket money became mine, whilst they had an awesome fun time playing my games, of course! (Check out baby Mark in the stripy green above!)

Today I had a private session with a well known industry figure who is passionate about ocean conservation and wanted to know how he can turn what he is building into a tribe, a movement. We will call this guy Rich, because that’s his name.