Build it and they will come. If you want to attract the ghosts of dead baseball players to come to your baseball field, that’s great advice.
If you want to sell your expertise, not so much.
Dan Sullivan gives the opposite advice. He says “Sell the tickets before you write the play because if nobody buys the tickets, you don’t need the play.” He’s right.
If you want to run a workshop, sell it first. Pick a date in two- or three-months time, and then sell some tickets.
If you want to run a 12-module coaching program, sell it first.
This does two things. Like Dan says, it stops you from developing something no one will buy.
And even more importantly, it gives you an audience and a deadline. If someone is doing their second coaching session on Tuesday, come hell or high water you’ll have module 2 finished before Tuesday. And if 15 people are coming to your workshop on the 15th of next month, there is absolutely no doubt that the workshop will be brilliant by then.