It's a line we've all heard, but as it does in life, the very same line plays an extremely important role in list building. When we think of building lists, we hope that some course will give us a silver bullet. That some coach will tell you which buttons to press, and you'll magically have a list. Or worse, we believe people who tell us that we can build our lists pretty much like a Jack and the Beanstalk story. Unfortunately for us, all of these promises are castles in the sand. The reason why we fail time and time again to build lists, is because we believe the dream-merchants and fail to pay attention to how a list—any list is built.