The Genesis of Building in Public

This wasn’t the polished success story; it was the raw, unfiltered experience of building a SaaS platform from the ground up. I detailed what features we chose to build and why, what marketing strategies worked and what flopped, and what the revenue growth looked like, including the flat months.

The Impact of Transparency

The response to this transparency was surprising. Potential customers reached out, expressing trust because they’d been following our journey. Potential hires were drawn to the idea of working for a company that was this transparent. Fellow founders sought advice, which blossomed into advisory relationships and partnerships. Even competitors, despite having access to our playbook, couldn’t replicate what we were doing because transparency isn’t a tactic—it’s a culture.

Defining Building in Public

Building in public is the practice of sharing your business journey openly—the decisions, the data, the struggles, and the successes—while you’re actively building, not just after success is achieved.

It is NOT:

• Sharing only wins and milestones (that’s just marketing).
• Oversharing to the point of recklessness (there are boundaries).
• Performing vulnerability for sympathy (audiences see through this immediately).
• A substitute for actually building something valuable.

It IS:

• Documenting your journey authentically as it happens.
• Sharing the reasoning behind decisions, not just the decisions themselves.
• Being honest about what you don’t know and what isn’t working.
• Creating value for your audience through the insights your journey generates.

Why Transparency Works as Marketing

In a world saturated with marketing messages, polished brand stories, and influencer endorsements, trust is the hardest thing to build and the most valuable to have. Traditional marketing tries to build trust through professional production value, social proof, and consistent messaging. Building in public builds trust through a fundamentally different mechanism: by making your company’s internal world visible.

Trust as a Competitive Advantage

When a potential customer sees the unvarnished truth of your business journey, it creates an unparalleled level of trust. They see the real challenges, the decision-making processes, and the genuine human effort that goes into creating a product. This openness can become a competitive advantage, setting your brand apart in a crowded market.

Creating a Community of Advocates

By building in public, you invite others into your journey, creating a community of advocates who are emotionally invested in your success. These individuals are not just passive followers; they become active participants, offering feedback, sharing your story, and rooting for your success. This community can become a powerful asset, providing insights, support, and amplification of your message.

Implementing a Building in Public Strategy

To effectively implement a building in public strategy, start by identifying the key aspects of your journey that are most valuable to your audience. Be intentional about what you share, ensuring it aligns with your brand values and audience interests. Use multiple platforms to reach a broader audience, and engage with your community by responding to comments and questions.

Remember, as Jaivin Karnani emphasizes, transparency is not a one-off tactic but a continuous commitment to openness and authenticity.