If you build it, they will come.

What. A. Crock.

I spent years working with someone who believed that if you make something good, people should just find it. And if they don't? That means what you made wasn't good enough. Wasn't worthy.

He'd had early success with that mindset. And that success became a rule he almost never questioned.

So we would create, build, iterate, grind. And when what we built struggled, it was deemed a failure. We'd move on to the next shiny thing.

He never wanted to tell people about what we were doing until it was further along. More fleshed out. More established. And this thinking permeated our company culture. But so much of what we worked on never got to those stages. Because no one knew about it.

We'd sit in meetings as a leadership group and lament being bad at marketing. And we were.

But not because we didn't know how. Not because we lacked the resources. We were bad at it because we didn't believe in telling people our story. About the problems we were solving. About the amazing things we were doing.

In fact, we felt a certain shame in the need to promote. If we HAD to tell people about the things we were offering, then we weren't offering the right thing. Or we'd done it wrong. Because if something is truly amazing, you don't need to tell them, right?

If you build it, they will come.

It's a comfy little lie disguised as a philosophy.

And now that I'm away from all of that, I'm having to retrain myself. I have to fight that quiet little judgy voice that goes tsk tsk tsk each time I promote something I'm doing.

But the fight rages on. Because I like what I'm doing. And I think what I'm offering has value.

So in that spirit, let me tell you about an online workshop I built.

It's about AI. But not some "AI will change your life and here's how to build an empire in a weekend" thing. And not some uber-technical deep dive into RAGs, latency, and Chain of Thought.

It's for people who feel like they're being left behind.

Who use ChatGPT as a glorified Google search but suspect there might be more. Who want a sampler platter for what AI can actually do.

And I'm an amazing teacher. I can say that with clarity and certainty. It's in my blood. I'm really good at taking complex topics and making them approachable.

So here goes. If you want a really good 90-minute online class for $50 that cracks the glass on this whole AI thing, you should take mine:

And even as I write this, it feels a little wrong.

Like people reading will roll their eyes. Or it will seem like I am trying to get my friends to join some shady scheme or something. It's probably silly, but it is part of the fight.

So if you build it, will they come?

No.

They most likely won't.

But if you build it and you believe in it, you should probably tell people about it.