I think the hidden lesson in Field of Dreams is that “they will come” happens because of word of mouth. Shoeless Joe Jackson tells the other dead baseball players to come hang out. The townsfolk tell about baseball field to save the farm.

But really “build it and they will come” in product development is pitched as if “they will come” because they are searching for it. Which is not really true if people don’t know your thing exists.

or they will come if they search for it, but u need to be in the place they land on after they search for it (whether it's google search results or chatGPT)