Broad marketing professor Rebecca Sullivan releases new book for entrepreneurs

Rebecca Sullivan, fixed-term faculty in the Department of Marketing

Rebecca Sullivan, fixed-term faculty in the Department of Marketing at the Broad College of Business, has released a new book titled Building Isn’t Enough: The Rest of the Equation for Entrepreneurs. The book challenges the widespread myth that great products alone guarantee business success. Drawing on two decades of marketing experience and her classroom teaching at MSU, Sullivan offers frameworks, playbooks, and practical strategies to help entrepreneurs find customers, build brands, and grow their businesses.

Sullivan shared that her inspiration came from watching students, colleagues, and friends build impressive products, only to struggle when it came time to take them to market.

“There’s a widespread myth that if you build something awesome, customers will show up,” Sullivan said. “In reality, plenty of forgettable products sell well while brilliant ones struggle. The difference isn’t idea quality; it’s marketing.”

She emphasized that marketing must be integrated from the start, not added as an afterthought.

“You’ve got to think about your customer from the outset, and keep that customer at the center of every product and brand decision,” she said. “Even if you’re sending the right message to the right customer, if you’re doing it at the wrong moment, you won’t beat the competition.”

One of the book’s many practical tools is a creative brief playbook designed to help founders communicate their brand vision to designers, developers, and marketers.

“Your marketing work is the customer’s first impression of your brand,” Sullivan explained. “If that impression isn’t right, you might not get another chance.”

Sullivan also reflected on how marketing education is evolving at Broad to meet the needs of today’s entrepreneurs.

“My colleagues and I understand that our students are here to gain real-world skills that give them an edge in the job market,” she said. “From live labs and projects to guest speakers and industry connections, we’re ensuring that our teaching stays current with what it takes to win in the modern business environment.”

Her final message to readers is one of empowerment.

“A lot of people think they’re ‘not marketers’ because they don’t see themselves as creative,” Sullivan said. “But I promise, this is a science, not magic. Nobody’s born with marketing skills; you can learn the tools and techniques you need to market your business effectively.”

Building Isn’t Enough is now available in print and digital formats wherever you get your books. For entrepreneurs, students, and anyone looking to turn great ideas into lasting impact, Sullivan’s book offers a clear roadmap, and a reminder that marketing is not optional, it’s essential.