Building in public is a game-changing strategy for entrepreneurs and businesses. It's about sharing your journey openly as you create a product or service - the good, the bad, and the ugly.
Here's why it matters:
- Quick feedback: Your audience becomes your testing ground
- Community support: People who follow your journey become loyal fans
- Trust building: Openness breeds trust with customers and investors
Key benefits you might miss:
- Faster network growth
- Finding your market fit quicker
- Standing out from secretive competitors
- Attracting investors without formal pitches
- Discovering unexpected partnerships
But it's not without risks. You need to balance openness with protecting your secrets.
In this guide, we'll explore:
- What building in public really means
- How it supercharges growth
- Ways it builds trust and sets you apart
- Unexpected business opportunities it creates
- How to manage the risks of public sharing
Ready to pull back the curtain on your business? Let's dive in.
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What is Building in Public?
Building in public is a new way companies develop their business. It's all about being open, sharing your journey, and bringing your audience along for the ride.
Basic Concepts
At its core, building in public means being open about how you run your business. It's the opposite of keeping everything secret. When you build in public, you:
- Share updates about your product
- Talk about your challenges
- Show your key numbers
- Ask your audience for ideas
This creates a story people can follow, making them feel connected to your success.
How It Started and What It Includes
Building in public took off in the early 2010s. Companies like Buffer and Product Hunt were among the first to try it.
When you build in public, you typically:
1. Share regular updates
You post about your progress, setbacks, and wins on social media or blogs.
2. Show your numbers
You reveal key data like revenue, user count, or website traffic.
3. Give behind-the-scenes looks
You share how you make decisions and what your company culture is like.
4. Talk with your community
You actively ask for and use feedback from your users.
For example, Buffer took things to a new level in 2013. They published their company culture document and made employee salaries public. This bold move got them support from other founders and made their customers more loyal.
Pieter Levels, who started Nomad List and Remote OK, is another great example. In early 2018, he began openly sharing revenue and traffic numbers for his projects. This openness helped him grow his Twitter following to over 130,000, turning his audience into a powerful asset for his businesses.
Building in public isn't just about sharing good news. It's about being real and vulnerable. As Jean Paul Sartre said:
"Authenticity consists in having a true and lucid consciousness of the situation, in assuming the responsibilities and risks that it involves, in accepting it in pride or humiliation, sometimes in horror and hate."
This idea fits well with building in public, where founders share both their wins and struggles.
This approach can have big benefits. Take Roam Research, a note-taking tool. By building in public, they got nearly 10,000 subscribers in just two months. They hit $1.2 million in yearly recurring revenue within 60 days of launching their paid plan.
But building in public isn't always easy. You need to find the right balance between sharing enough to keep people interested and not giving away your competitive edge. You also need to be ready for public criticism.
Despite these challenges, many entrepreneurs find that the benefits are worth it. They get quick feedback, community support, and more trust from their users. As business keeps changing, more startups will likely use this strategy to stand out and connect with their audience in meaningful ways.
Growth Benefits You Might Miss
Building in public isn't just about transparency. It's a growth strategy with some hidden perks. Let's look at these lesser-known benefits that can boost your startup's growth.
Better Network Growth
When you build in public, you're not just making a product - you're building relationships. This opens doors to connections you might never have made otherwise.
Building a community happens naturally when you share your journey. People follow along, engage, and become supporters, potential customers, or even collaborators.
Take Pieter Levels, the creator of Nomad List and Remote OK. He shared his progress on Twitter regularly. This helped him quickly grow a dedicated following and gain traction for his projects. Levels says:
"The best part about sharing the journey in public is the people you connect with."
You're also more likely to attract partners who align with your vision when you're open about your goals and challenges. This can lead to game-changing collaborations.
Look at CopyAI. By building in public and sharing monthly updates on Twitter, they went from $1 to $50,000 MRR in just four months. Founder Paul Yacoubian noted:
"On Twitter, your followers are the community that you build around yourself."
Finding the Right Market Faster
Building in public isn't about showing off - it's about getting real-time feedback to shape your product and find your market fit faster.
When you share your work publicly, you get instant feedback. This helps you make smart decisions early in the product development process.
Buffer, the social media management toolkit, is a great example. They share their roadmap publicly and ask for community input. This has led to big improvements in their product. As one team member shared:
"I was amazed to… see all of these comments!"
Building in public lets you test ideas and features as you go. This saves time and money by making sure you're building something people actually want.
GrowSurf's story shows this well. Their v1 product only reached $66 MRR. But by sharing revenue and core metrics publicly, they grew to $34k MRR and over $400k ARR. This openness helped them quickly see what worked for their audience and adjust their approach.
When you build in public, you're inviting your audience to be part of your journey. This creates an emotional connection that can turn into loyal customers and brand advocates.
Wes Jones, an entrepreneur who embraced building in public, observed:
"By not talking about what I was working on, no one else was emotionally invested in these projects like I was."
By sharing his work publicly, Jones found that people became more invested in his success, leading to greater support and interest in his projects.
Building in public isn't just about being transparent - it's a smart way to grow. It helps you build a stronger network, find your market faster, and create a community that's invested in your success. When you take this approach, you're not just building a product; you're building relationships, trust, and a foundation for long-term growth.
Benefits of Being Open
Building in public isn't just about transparency. It's a way to build trust and stand out. Let's see how openness can boost your relationships and give you an edge.
Building Trust by Sharing Challenges
When you're open about wins and losses, you connect better with your audience. This honesty builds trust, which is key for long-term success.
Tim Ryan, U.S. chair of PwC and founder of the Trust Leadership Institute, says:
"To build trust, leaders must communicate the why behind their decisions."
By explaining your choices, you bring your audience into your process. This helps them get your journey and feel closer to your brand.
Take Elizabeth Yin, an entrepreneur-investor known for being candid. By sharing her flaws and lessons, Yin has built a big, engaged audience. Her openness is now a big part of her brand, showing how it can really connect with people.
Standing Out from Others
While many businesses keep things under wraps, being open can make you different. Sharing your journey - good and bad - creates a story that sets you apart from secretive competitors.
This can lead to some cool benefits:
1. Faster problem-solving
When you're open about issues, you often get surprise solutions from your community.
2. More credibility
Showing your work in progress proves your skills and shows you're always improving.
3. Loyal customers
Customers who feel part of your journey are more likely to stick around.
4. Better products
Regular feedback from engaged users can lead to products that really fit what people want.
Buffer, the social media tool, is a great example. They share everything from salaries to pricing to mistakes. This openness has set them apart, built a loyal customer base, and attracted top talent.
To do this well:
- Update regularly on your product process
- Be honest about setbacks and how you're fixing them
- Get your audience involved in big decisions
- Show off your team members to make your brand more human
Don't overshare or fake closeness. Find the right balance of openness that builds trust but stays professional.
Peter Drucker, the famous management guru, said:
"Culture eats strategy for breakfast."
By being open, you're not just using a tactic. You're creating a way of doing business that can become your edge.
Building in public isn't easy. It takes guts to be open and share your journey. But the payoff - more trust, stronger relationships, and standing out in the market - makes it worth it for businesses wanting to shine in today's crowded world.
Unexpected Business Chances
Building in public isn't just about being open. It's a way to grab opportunities you didn't see coming. When you share your journey, you're not just making a product. You're telling a story that can pull in investors, partners, and helpers in surprising ways.
Getting Investors' Attention
Building in public is like making a live pitch deck. Investors are always looking for good bets, and your public story can put you on their map.
Take Cubbo, a Latin American e-commerce company. Founder Brian York went from 125 TikTok followers to $7.5 million in funding in one year. How? He shared his startup story on TikTok. Investors wanted to back him before he even made a formal pitch.
This works because:
- It shows real growth: Investors see actual progress and user interest.
- It proves you can do stuff: Regular updates show you turn ideas into action.
- It builds trust: Being open about problems and fixes shows you're honest and can solve issues.
Joel Gascoigne, who started Buffer, took this further. He shared salaries, monthly and yearly income, and quarterly numbers publicly. This openness didn't just win user trust. It got investors interested too.
As one expert puts it:
"Raising money is a relationship play, not a lottery play."
By building in public, you're not just waiting for investors. You're making connections that could lead to funding.
Finding Partners by Chance
Building in public can lead to surprise partnerships that boost your business. When you share your work openly, you let like-minded people and companies find you.
Look at CopyAI. By sharing monthly updates on Twitter, they grew from $1 to $50,000 monthly income in just four months. This sharing pulled in customers and potential partners. As founder Paul Yacoubian said:
"On Twitter, your followers are the community that you build around yourself. You will attract people that are interested in what you tweet about."
This community-building can lead to:
- Surprise team-ups: Other entrepreneurs might reach out with products that fit yours.
- Big partnerships: Companies in related areas might want to work together.
- Finding talent: Skilled people who like your mission might offer to help.
Ryan Hoover, who started Product Hunt, says building in public brings users closer and lets you get feedback fast. This back-and-forth makes it more likely you'll attract potential users and build strong ties that can turn into partnerships.
To make the most of these chances:
- Keep at it: Regular updates keep people interested and increase the odds of good connections.
- Be real: Answer comments and join talks to build genuine relationships.
- Share what you learn: Your insights might be just what another entrepreneur needs to hear, leading to a valuable connection.
Building in public isn't just about showing off your product. It's about creating a story others want to be part of. By sharing your journey, you're not just building a business. You're growing a network of potential investors, partners, and supporters who want you to succeed.
As you do this, remember that every update, every shared challenge, and every win is a chance to connect with someone who could play a big role in your business's future. The key is to stay open, real, and engaged with the community you're building around your brand.
Managing Public Sharing Risks
Building in public can boost your strategy, but it's not risk-free. Let's dive into how to handle these challenges.
What to Share and What to Keep Private
When building in public, you need to balance openness with protecting your secrets. Here's how:
1. Focus on high-level strategies
Share your overall approach, but keep the nitty-gritty to yourself. Buffer, for example, talks about their content marketing strategy but doesn't spill the beans on specific keyword targets.
2. Discuss market trends
Give insights on industry changes without giving away your edge. Notion AI often shares thoughts on where productivity tools are heading, but they keep their product roadmap under wraps.
3. Be open about mistakes
Sharing your failures can actually build trust. Take Rand Fishkin, SparkToro's founder. He's been open about the hurdles he faced with Moz, his previous company. This honesty helped him build a strong following for his new venture.
4. Share personal development
Talk about how you're growing as a leader, but don't air your company's dirty laundry. Sahil Lavingia, who founded Gumroad, often shares what he's learning on Twitter. This approach has helped him build a community of over 300,000 followers.
5. Discuss funding strategies
Share how you approach raising capital, but keep investor details private. Y Combinator often gives advice on fundraising without revealing confidential info about their startups.
Here's a good rule of thumb: If sharing something could help a competitor directly compete with you within six months, keep it vague or private.
Using Feedback to Improve
Public feedback can be gold for improvement, but you need to handle it right:
1. Acknowledge and appreciate
Always say thanks for feedback, even if it's negative. It sets a good tone for engagement.
2. Clarify misunderstandings
If someone's feedback comes from a misunderstanding, politely provide context. When Basecamp faced backlash over policy changes in 2021, they explained their position through detailed blog posts.
3. Address valid concerns
Use constructive criticism to make your product better. Notion, for instance, often implements user suggestions in their product updates, which they share publicly on their changelog.
4. Engage in constructive dialogue
Invite more discussion to understand different views. Pieter Levels, who founded Nomad List, often chats with his audience on Twitter to gather insights and ideas.
5. Don't take it personally
Rob Walling, a serial entrepreneur, puts it well:
"This person doesn't know me. They don't know the level of thought that went into this change. They're just typing things because they're flippant and impulsive."
6. Use feedback as a reality check
Building in public keeps you focused on what customers actually need. As one expert says:
"Product perfection is worthless with product uselessness."
Conclusion
Building in public isn't just a trend. It's a game-changer for your business. Let's break down why it's so powerful:
1. Growth on Steroids
Building in public can skyrocket your growth. Just look at CopyAI. They went from $1 to $50,000 in monthly revenue in 4 months. How? By sharing their journey on Twitter. That's the power of being open.
2. Trust = Loyalty
When you share the good AND the bad, people connect with your brand. Buffer nailed this. They share everything - from product plans to what they pay people. Their CEO, Joel Gascoigne, says:
"Transparency breeds trust, and trust is the foundation of great teamwork."
3. Instant Feedback Loop
Building in public is like having a direct line to your users. You get feedback fast, so you can improve fast. Ryan Hoover used this to shape ProductHunt based on what users actually wanted.
4. Surprise Opportunities
You never know who's watching when you build in public. Investors? Partners? Future team members? One founder landed a $12.5 million Series A in 6 days, thanks to relationships built by sharing their progress.
5. Level Up Your Skills
Building in public isn't just about your business - it's about you. Sharing regularly sharpens your communication skills and makes you think harder about your decisions.
But here's the thing: building in public doesn't mean sharing EVERYTHING. It's about finding the sweet spot. Share your big-picture stuff and personal growth, but keep the nitty-gritty to yourself.
Yes, it can be tough. But the payoff is huge. Look at Sahil Lavingia from Gumroad. He shares company numbers openly, and it's created a tight-knit community around his brand.
In today's world, building in public isn't just nice to have. It's becoming a must-have if you want to stand out and build real relationships with customers.
So, take the plunge. Start sharing your journey. You might be surprised at how your business grows.
As Mario Gabriele, founder of The Generalist, puts it:
"Building in public is a superpower, available to (nearly) every founder."
It's time to tap into that superpower and unlock the hidden perks of building in public for your business.
FAQs
Why should you build in public?
Building in public can give your business a serious boost. Here's how:
1. Relationship Building
You'll connect with people who get what you're doing. When Buffer shared their culture deck and finances in 2013, they saw a big jump in engagement from other founders.
2. Investor Attraction
Being open can catch investors' eyes. Buffer's CEO, Joel Gascoigne, says sharing their numbers has helped them build trust with investors over time.
3. Talent Acquisition
Open up about your journey, and you might attract top talent. Ghost.org's founder, John O'Nolan, found that being transparent helped them bring in skilled pros who value openness.
4. Community Trust
When you build in public, you build trust. As one expert puts it:
"People like transparency, whether in a workplace or in a portfolio of companies."
5. Organic Marketing
Sharing your journey keeps you on your audience's radar. It's like selling without the hard sell.
What is the concept of build in public?
Building in public means sharing your business journey openly. It's about pulling back the curtain on:
- Your Monthly Recurring Revenue (MRR)
- Product updates and releases
- Daily active user numbers
- The ups and downs of your journey
Take Sahil Lavingia from Gumroad. He regularly shares the company's monthly financials, including revenue and creator payouts. This openness has helped Gumroad build a strong, engaged community.
Ryan Hoover, who started Product Hunt, puts it this way:
"If there is a shortcut to success, it must be interacting with users as much as possible."
Building in public is all about that interaction. It's about being real, open, and connected with your users and community.
