Building in Public: A Worthwhile Strategy or Just Buzz?

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In the dynamic world of startups and entrepreneurship, “building in public” has emerged as a popular buzzword. Advocates argue that it’s a transformative strategy for transparency, community building, and accountability. Skeptics dismiss it as a fad that offers little more than surface-level engagement. So, is building in public a worthwhile strategy or just another hype? Let’s dive deep into this evolving phenomenon.

Understanding Building in Public

Building in public, at its core, involves sharing the journey of creating a product or company openly and transparently with an audience. This could mean posting regular updates on progress, setbacks, financials, and lessons learned on social media platforms, blogs, or dedicated forums. The concept hinges on real-time transparency and interaction with a community of followers, potential customers, and fellow entrepreneurs.

The Case for Building in Public

Transparency and Trust

In an era where trust is a currency, transparency is paramount. When startups build in public, they demystify the entrepreneurial process. This openness fosters trust among potential customers, investors, and collaborators. People are more likely to support a venture they feel connected to and understand intimately.

Take the example of Buffer, the social media scheduling tool. Buffer’s decision to share everything from revenue figures to company culture has cultivated a loyal user base and attracted talent aligned with its values. This level of openness can transform a startup’s relationship with its stakeholders, turning them into advocates and ambassadors.

Community Engagement

Building in public nurtures a sense of community. Entrepreneurs who share their journey often find a supportive network of individuals who provide feedback, encouragement, and advice. This community can act as a sounding board, helping to validate ideas and offering solutions to problems.

A prime example is Pieter Levels, the founder of Nomad List and Remote OK. Levels’ practice of sharing his progress and challenges has amassed a following of like-minded individuals who contribute ideas, beta test products, and spread the word about his projects. This organic growth and engagement can be invaluable for startups operating with limited marketing budgets.


Public accountability can be a powerful motivator. When entrepreneurs commit to goals and deadlines in a public forum, they are more likely to follow through. This accountability not only helps in maintaining momentum but also demonstrates commitment and reliability to the audience.

Jason Fried and David Heinemeier Hansson of Basecamp have utilized this approach by regularly sharing updates and reflections on their journey. Their transparency about both successes and failures has not only kept them accountable but also positioned them as thought leaders in the startup community.

Marketing and PR

Building in public is inherently a marketing strategy. Regular updates and insights create content that can attract media attention and drive organic traffic. It’s a way to consistently stay in the public eye without traditional advertising spend.

Indie hackers and solo founders, like Arvid Kahl with his book “Zero to Sold,” have leveraged this strategy effectively. By sharing their processes, insights, and even struggles, they create a narrative that resonates with a wide audience, attracting media coverage and growing their personal brand alongside their product.

The Case Against Building in Public

Intellectual Property Risks

One of the most significant concerns about building in public is the potential risk to intellectual property. Sharing detailed updates about a product’s development could provide competitors with valuable insights. While openness can build trust, it can also expose a startup to the risk of idea theft or competitive disadvantage.

The counter-argument is that execution is more important than ideas. However, in industries where innovation is rapid and the competitive landscape is fierce, protecting proprietary information can be crucial.

The Pressure of Public Scrutiny

Building in public means living under a microscope. Every decision, pivot, and mistake is out there for public consumption. This constant scrutiny can be overwhelming, particularly for first-time entrepreneurs who may already be grappling with the inherent stress of startup life.

The pressure to maintain a positive narrative can also lead to selective sharing, where only the highlights are posted, undermining the authenticity that building in public purports to offer. This curated transparency can erode trust if followers sense that they’re not getting the full picture.

Distraction from Core Activities

Maintaining a public building strategy can be time-consuming. Regular updates, engaging with the community, and creating content can distract from the core activities of building the product and running the business. For small teams or solo founders, this can lead to burnout or neglect of critical business functions.

While tools and platforms can streamline some of this process, the commitment required to build in public effectively should not be underestimated. The opportunity cost of time and focus is a significant consideration.

Misalignment with Business Goals

Not all businesses or products are suited to building in public. For B2B companies with long sales cycles, or products in highly regulated industries, the transparency and openness required might conflict with customer expectations or legal constraints.

Moreover, some business models thrive on exclusivity and scarcity, which can be undermined by a public building approach. Entrepreneurs need to critically assess whether this strategy aligns with their business goals and customer expectations.

Balancing the Pros and Cons

The decision to build in public is not a binary one. Many successful entrepreneurs find a balance that works for them, selectively sharing aspects of their journey while protecting sensitive information. The key is to maintain authenticity and engagement without compromising the business’s competitive edge.

Tailored Transparency

Entrepreneurs can choose to share specific aspects of their journey, such as lessons learned, product development insights, or company culture, while keeping proprietary information confidential. This tailored approach allows for the benefits of building in public without exposing the business to unnecessary risks.

Strategic Engagement

Building in public doesn’t mean broadcasting every detail. Strategic engagement involves identifying key moments, milestones, or insights that are worth sharing and can add value to the audience. This approach helps maintain a consistent narrative without overwhelming the audience or the entrepreneur.

Community Building with Boundaries

Fostering a community doesn’t require constant interaction. Entrepreneurs can set boundaries for their public engagement, dedicating specific times for updates and interactions. This approach helps manage the time commitment and prevents burnout while still maintaining a supportive network.

Leveraging Tools and Platforms

There are numerous tools and platforms designed to facilitate building in public. From social media scheduling tools to community management platforms, leveraging these resources can streamline the process and reduce the administrative burden. Tools like Twitter, Substack, and Discord can be particularly effective for sharing updates and engaging with a community.

Conclusion: A Worthwhile Strategy or Just Buzz?

Building in public is neither a one-size-fits-all solution nor a fleeting trend. It’s a nuanced strategy that can offer significant benefits when executed thoughtfully and strategically. For many entrepreneurs, the transparency, community engagement, and accountability that come with building in public can be transformative. However, the risks and challenges, including intellectual property concerns, public scrutiny, and potential distractions, are real and must be carefully managed.

Ultimately, the decision to build in public should be based on a critical assessment of the business’s goals, the industry landscape, and the entrepreneur’s personal style and capacity. For those who navigate this path successfully, building in public can indeed be a worthwhile strategy, fostering trust, community, and sustained growth. For others, it may remain just another buzzword, better left to the sidelines.

Whether you choose to build in public or keep your cards close to your chest, the key is to stay true to your values, prioritize your business goals, and engage with your audience authentically. In the end, building a successful business is about more than just the strategies you employ; it’s about the impact you make and the value you create.

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