Does "building in public" actually work and bring more customers for your startup?
ANOTHER DAY—ANOTHER STARTUP INSIGHT
“Building in public” is a concept that has recently become increasingly common among startups and creators.
It means not just showing of achievements, but also sharing the process of creating a product, business, or project openly with an audience (often on social media or blogs).
This includes successes, failures, lessons, and progress updates, behind-the-scenes moments.
It’s about being transparent, getting feedback, and involving others in your journey.
So, does building in public actually work?
I think it does!
If you're a startup founder contemplating whether to build in public, here's why you should—and how to do it effectively.
Why not building in stealth mode
Choosing to build in stealth mode might seem like a smart move—keeping your idea hidden to protect it from competitors or big companies who could steal and improve it.
But here’s the truth: No matter how great your idea is, no one cares.
Everyone else is too distracted with their own plans to copy yours.
You could hand them your blueprint, step-by-step instructions included, and they still wouldn’t act on it.
Yes, your idea might be great, but execution matters far more than the idea itself.
And while you’re building in secrecy, you’re missing out on opportunities to validate, refine, and build momentum.
Why building in public
Authentic Connection with Your Audience
Sharing your journey creates a sense of relatability. People root for you because they see the human side of your business. Your wins inspire them, and your struggles make you real.Early Feedback
By sharing ideas, prototypes, or processes, you invite your audience to provide feedback. This early input can save you from costly mistakes and guide product-market fit.Community and Loyalty
An audience that grows with your startup feels invested in your success. They’re more likely to become your first customers, evangelists, or even investors.Accountability and Motivation
Documenting progress publicly keeps you accountable. When you declare your goals online, the pressure to deliver can fuel your productivity.Brand Building
Your openness can position you as a thought leader and your brand as trustworthy. Transparency can lead to partnerships, collaborations, and media opportunities.
Building in public changes the way people see your startup.
It’s no longer just your project—it becomes something your community believes in, too.
Being open isn’t just about telling your story; it’s about inviting others to be part of it.
Examples of Building in Public Done Right
Sahil Lavingia, Founder &CEO of Gumroad
Sahil Lavingia, the founder of Gumroad, is another example of building in public. He has openly shared the challenges of scaling his business and how he transitioned from a VC-funded company to a more sustainable, profitable model with fewer employees.
Paul Yacoubian, Founder & CEO of Copy.ai
Paul Yacoubian, the founder of the software business Copy.ai has been building in public. He shares everything: businesses revenue, user base, and biggest failures. Every month, anyone who's interested can look up how many new signups his business has. Now that they’re building momentum, the numbers look impressive. But back when they were still tiny, I'm sure it was a hard decision to make.
Mai Pham, Founder of Alchemai
Mai Pham, a popular YouTuber, used her platform to launch her clothing brand, Alchemai. She publicly documented the entire process, from design to marketing, on YouTube and TikTok. This transparent approach, combined with her strong personal brand and effective social media marketing, led to the successful launch (sold out in ~10 mins after every drop launch) and growth of Alchemai.
Tommy Osward, Founder of Homeboy - a cafe brand in Australia
Tommy Osward started Homeboy and rapidly grew his brand's social media presence on Instagram to 350K followers and TikTok to 258K in just one year. He achieved this by openly sharing the journey of opening new cafes, sourcing ingredients, making foods and coffee, and interacting with customers on these platforms. This transparent and authentic approach resonated with his audience, making Homeboy a beloved brand known for its quality coffee and welcoming atmosphere.
Risks and How to Mitigate Them
While building in public can offer great benefits, there are some risks to be aware of:
1. Competitors Watching
When you share openly, competitors can also keep an eye on your progress, potentially copying your strategies or ideas.
How to mitigate It:
Focus on the “why” and “what” instead of the “how.”
Be strateic.
Share enough to build engagement without revealing sensitive trade secrets.
Be careful about timing your updates, especially with things still in development.
2. Pressure to Perform
Building in public can create fear of failure, with every misstep visible to your audience.
How to mitigate It:
Reframe failures as learning experiences and share the lessons.
Set boundaries on what you share and keep some things private.
Focus on the bigger picture and remember that progress, not perfection, is key.
Top Of Mind Takeaways:
Everyone loves an underdog - people will cheer for you on your road to success. While fans might not be the ideal customers, having supporters can be helpful in spreading the word early on.
A magnet for early adopters - early adopters are the lifeblood of new businesses. Sharing behind-the-scenes makes your early fans feel like they're living vicariously through you. Early adopters love finding hidden treasures before they hit the mainstream.
Tell me about yourself - building in public gives you an excuse to talk about your company in a humble brag kind of way. It also is a great attractor for much needed talent and media coverage (kinda like this post).
Building in public is not a tactic, but a strategy that works for individuals and businesses alike.
There is no right or wrong way of doing it – it's a choice no one is forcing you to make.
But, if you decided to go for the “build in public” approach …
Check out this step-by-step guide I made:
👉 HOW TO BUILD IN PUBLIC - A GUIDE FOR STARTUPS
So does “building in public” work?
Depends on who you are and what kind of a business you want to run. :)
For me? I think it does!
THANKS FOR READING!
- Gracie from What A Startup