Introduction
In the world of product development, the concept of “building in public” is more than just a trend—it’s a transformative strategy that turns the traditional approach to launching and scaling a product on its head. When I embarked on my journey as a product developer, I was protective of my ideas, fiercely guarding them like state secrets. Fast forward to today, after building and launching over 45 products, I’m a staunch advocate for building in public. This approach has not only accelerated my learning curve but also created a transparent and engaging community around my work.
Building in public means sharing your product journey openly—wins, losses, lessons, and all. It’s about tweeting your progress, blogging about your failures, and engaging with your audience as if they are part of your team. Let’s explore why this approach is not just beneficial, but essential for modern-day entrepreneurs.
The Power of Transparency
Why Transparency Matters
In a world where trust is currency, transparency serves as a powerful differentiator. According to Edelman’s Trust Barometer, 81% of consumers say they need to trust a brand to buy from them. Building in public inherently creates this trust by inviting your audience to see the gritty, unglamorous side of product development. They witness the authenticity of your journey, making them more likely to become loyal supporters.
Real-World Example: Pieter Levels
Pieter Levels, the founder of Remote OK and Nomad List, is a shining example of this strategy’s effectiveness. By openly sharing his revenue numbers, roadblocks, and insights on platforms like Twitter, Pieter has garnered a following of over 100,000 people. His transparency about generating $2.5 million in annual revenue from Remote OK didn’t just earn him trust—it attracted media attention and multiplied his user base. He demonstrated that success wasn’t about a secret formula but about consistent effort and community engagement.
Engaging Your Community
Community as Your Co-Builder
When you build in public, you’re not just sharing updates—you’re inviting your audience to participate in your journey. This not only helps in creating a sense of belonging but also turns your followers into co-builders who provide invaluable feedback and support. Communities built around transparency are more likely to stick around because they feel invested in the product’s success.
Real-World Example: Buffer
Buffer, the social media management tool, is another beacon of building in public. Early on, they shared everything from their revenue numbers to salaries. This openness attracted a massive following and helped in building a community of avid supporters. Their public product roadmap allowed users to contribute ideas, some of which became key features. This community-driven approach helped Buffer grow to over 75,000 paying customers and $20 million in annual revenue.
Learning Faster Through Feedback
Feedback as a Catalyst for Growth
One of the most significant advantages of building in public is the accelerated learning curve it fosters. By sharing your product’s journey, you invite real-time feedback that can drastically improve your product’s development. This constant loop of feedback allows you to iterate faster, pivot when necessary, and ultimately create a product that better serves your audience.
Real-World Example: OpenAI
OpenAI, while not entirely “building in public,” has adopted a remarkably open approach to its developments. By releasing their models for public use and sharing extensive research papers, they receive critical feedback from the AI community. This openness has helped them refine their models and has been instrumental in maintaining their position at the cutting edge of AI technology.
Establishing Your Expertise
Becoming a Thought Leader
Sharing your journey not only builds trust but positions you as an expert in your field. When you consistently share valuable insights and lessons learned, you establish yourself as a thought leader. This can lead to speaking engagements, partnership opportunities, and even investment interest.
Real-World Example: Justin Jackson
Justin Jackson, co-founder of Transistor.fm, leveraged building in public to cement his place as a thought leader in the podcasting industry. By sharing his journey of building Transistor.fm openly, he has attracted over 20,000 followers and established himself as an authoritative voice on bootstrapping and product development. This visibility has been crucial in scaling Transistor.fm to six-figure MRR (Monthly Recurring Revenue).
Actionable Advice: How to Build in Public
1. Choose Your Platform
Pick a platform where your target audience hangs out. This could be Twitter, LinkedIn, or even a dedicated blog. The key is consistency and engagement.
2. Be Authentic
Share both the highs and the lows. Authenticity fosters trust and makes your journey relatable. Don’t just share the end results—let your audience in on the journey.
3. Engage Actively
Encourage feedback and discussions. Respond to comments and messages. Make your audience feel like they’re a part of your journey, not just spectators.
4. Share Milestones
Regularly share updates on key milestones. Whether it’s reaching a revenue target, launching a new feature, or overcoming a significant challenge, keep your audience in the loop.
5. Reflect and Iterate
Take time to reflect on the feedback you receive. Use it to make informed decisions on how to pivot or improve your product.
Overcoming the Fear of Building in Public
Addressing Concerns
Building in public isn’t without its fears: fear of failure, fear of criticism, fear of idea theft. But here’s the reality—failure is a part of the journey, and criticism often brings the insights you need to succeed. As for idea theft, it’s execution that matters, not just the idea. By building in public, you’re already executing at a level that most “idea thieves” will never reach.
Real-World Example: Rand Fishkin
Rand Fishkin, co-founder of SparkToro, initially feared sharing too much. However, by embracing transparency and openly sharing SparkToro’s journey from day one, Rand not only dispelled fears of idea theft but also built a robust community that provided invaluable feedback and support. This transparency has been integral to SparkToro achieving profitable status within two years of launch.
Conclusion
Building in public is more than a tactic; it’s a mindset shift—a commitment to openness, collaboration, and continuous learning. It’s a strategy that, when leveraged effectively, can supercharge your product development journey, create a loyal community, and establish you as a trusted authority in your industry. As someone who has experienced the transformative power of this approach firsthand, I can confidently say that the benefits far outweigh the risks.
If you’re ready to revolutionize how you build and launch products, start by sharing something small today. Tweet about a feature you’re working on, blog about a challenge you’re facing, or simply engage your audience in a meaningful conversation. Building in public is a journey, and every step you take invites your community to walk alongside you.