This abstract concept worked for Kevin Costner in Field of Dreams.
As a result, you spend a lot of money and time, and garner very few results.
Your public includes your current customers, your future customers, and even potential customers.
Your employees, if you have any, are a part of your public, as are your neighbors and the local press.
So you throw some clothes together, point your van southwest, and head off.
You should always be thinking about next steps, just as a sports coach or combat commander is constantly evaluating tactics."