Why Building in Public Can Transform Your Startup

Imagine this: You’re building a startup. The product isn’t perfect, and resources are tight. Yet, despite the odds, you’re creating something people might love. What if you could turn this scrappy phase into an asset? That’s where building in public comes in—a strategy that turns transparency into traction.

This isn’t just a passing trend. It’s a proven method to drive community engagement, attract customers, and leverage free marketing. Let’s dive into what building in public is, why it works, and how you can use it to grow your startup.

What Does It Mean to Build in Public?

Building in public means sharing your startup journey—openly, authentically, and consistently—with an audience. It involves showcasing your wins, losses, challenges, and lessons learned in real time. Typically, this is done through platforms like Twitter, LinkedIn, or blogs.

The core principles of building in public are:

Transparency: Let people in on what’s happening behind the scenes.
Engagement: Involve your audience in decisions and updates to build a sense of community.

The result? You create a narrative that draws people in and builds trust. Instead of being a faceless startup, you become relatable, approachable, and human.

Why Should Early-Stage Startups Build in Public?

For early-stage startups, building in public isn’t just beneficial—it’s a competitive advantage. Here’s why:

1. Community Engagement

Startups succeed when they solve problems for a specific audience. Building in public allows you to create a tight-knit community of people who:

Provide feedback on your product.
Act as early adopters.
Spread the word to others.

Take Kevon Cheung, founder of Public Lab, as an example. By sharing his building process on Twitter, he cultivated a dedicated community that not only supported him emotionally but also helped refine his product vision.

Prompt for Readers: Who could benefit from following your journey? Think about the audience that would resonate with your story.

2. Free Marketing

For startups with limited budgets, building in public is a goldmine. By sharing regular updates, you’re essentially marketing your product without spending on ads.

Examples of free marketing tactics:

Tweet threads that detail lessons learned during a sprint.
Product demos shared on platforms like Loom or YouTube.
Polls asking followers to weigh in on features.

This organic visibility builds your brand while building your product.

3. Build Trust and Credibility

Early-stage startups often lack social proof. Why should someone trust your product? When you build in public, you show the hard work, thought, and care going into every decision.

Transparency builds trust because it:

Humanizes your brand.
Demonstrates your dedication.
Showcases your expertise.

Key Benefits of Building in Public

If you’re still on the fence, consider these additional benefits:

A. Customer-Driven Product Development

When you share your product roadmap and invite feedback, you gain direct insights from your target audience. This reduces the risk of building something people don’t need.

Example: Many startups use public roadmaps to let users vote on features. This approach ensures you’re working on what matters most.

B. Stronger Founder-Market Fit

Talking openly about your vision helps you refine it. The process of explaining your product to others often clarifies your own understanding.

C. Networking Opportunities

Building in public attracts other founders, investors, and professionals who resonate with your story. These connections can lead to partnerships, funding, or mentorship opportunities.

D. Accountability

When you announce your goals publicly, you’re more likely to follow through. The pressure of having an audience keeps you focused and motivated.

How to Start Building in Public

You don’t need to have it all figured out. The key is to start small and be consistent. Here’s a step-by-step guide to begin:

1. Pick Your Platforms

Choose one or two platforms where your audience spends time.

Twitter: Ideal for quick updates, polls, and building relationships with like-minded founders.
LinkedIn: Great for longer, reflective posts about your startup journey.
Blog: Perfect for deep dives into your product decisions or lessons learned.

Pro Tip: Experiment with platforms to see where you get the most engagement.

Not everything needs to be public. Focus on content that’s valuable, engaging, or relatable.

Wins: “We just hit 500 beta sign-ups!”
Failures: “Our launch didn’t go as planned. Here’s why.”
Learnings: “3 things I learned about customer acquisition this week.”
Behind-the-Scenes: “Here’s our product roadmap for the next quarter.”

3. Involve Your Audience

Building in public works best when it’s interactive. Encourage your audience to participate by asking questions or seeking feedback.

Run polls about feature priorities.
Share mockups or prototypes and ask for suggestions.
Thank followers who offer helpful insights.

Question for Readers: What’s one question you could ask your audience about your product right now?

4. Be Consistent

Consistency builds trust and keeps your audience engaged. Choose a posting schedule that works for you—whether it’s daily tweets or weekly blog updates.

Overcoming Common Fears About Building in Public

While the benefits are clear, many founders hesitate to embrace transparency. Let’s address some common fears:

Fear #1: What if I fail publicly?

Failure is a natural part of entrepreneurship. Sharing your struggles humanizes you and builds empathy. Plus, your audience is likely rooting for your comeback.

Fear #2: What if competitors copy me?

Execution is harder than imitation. Competitors can copy your ideas, but they can’t replicate your execution, your voice, or your community.

Fear #3: What if no one cares?

Engagement takes time to build. Start small and focus on creating value. As your audience grows, so will the conversations.

Real-World Examples of Building in Public

1. Pieter Levels (Nomad List)

Pieter is the poster child for building in public. He shares revenue numbers, experiments, and even failures, earning him a massive following and a profitable business.

2. Arvid Kahl (The Bootstrapped Founder)

Arvid documents his journey as a solopreneur, offering insights into building sustainable businesses without VC funding. His openness attracts like-minded founders.

3. Daniel Vassallo

Daniel’s transparency about his income streams and product experiments has built him a loyal following, turning his audience into customers.

Advanced Tips for Building in Public

Once you’ve mastered the basics, take your strategy to the next level:

Create Templates: Use tools like Canva to design visually appealing updates.
Leverage Metrics: Share progress with specific data points. (“We’ve grown from 50 to 500 users in 2 months.”)
Collaborate: Partner with other founders who are building in public to cross-promote each other’s journeys.
Repurpose Content: Turn tweets into blog posts, or vice versa, to maximize your reach.

The Future of Building in Public

As social media continues to dominate, transparency will only become more valuable. Consumers are increasingly drawn to brands that feel real and authentic. For startups, this presents a unique opportunity to stand out in crowded markets.

By starting now, you’ll not only build a following but also gain a competitive edge that’s difficult for others to replicate.

Final Thoughts: Why You Should Start Today

Building in public is about more than marketing—it’s about creating meaningful connections. It’s a way to attract customers, partners, and even investors who believe in your vision.

So, what’s stopping you? Start small. Share a tweet about what you’re working on today. Invite feedback. Watch how it transforms your startup.

Why Building in Public Can Transform Your Startup

What Does It Mean to Build in Public?