The concept of building in public has shifted from a niche tech trend to a multi-million dollar business strategy. From the early days of Grace Beverley sharing workout videos in her Oxford dorm to Harrison Hide documenting the transformation of a 200-year-old country house into a wellness hotel, the blueprint for startup success is increasingly being written in real-time on social media. But while there are founders who successfully leverages their personal brand to drive sales, dozens of others find themselves shouting into a digital void. In this case study we explore the strategic nuances of building in public and answers the critical question: Should you even bother?
The “Fast Results” Fallacy: Why You Shouldn’t Build in Public
If your primary goal is to achieve immediate sales or overnight viral success, building in public is likely the wrong strategy for you. A personal brand is not a short-term marketing tactic; it is an investment account that compounds over time. Just as an initial investment of $1,000 does not make you a millionaire tomorrow, a handful of “behind-the-scenes” posts will not result in a sold-out launch next week.
Building in public requires a level of consistency and transparency that can actually slow down your initial progress. You are adding “content creator” to your already overflowing plate as a founder. If you need fast results, traditional performance marketing or direct sales outreach is often more effective. Building in public is a marathon, not a sprint, and it requires a high degree of patience before the “interest” on your personal brand begins to significantly accumulate.
When Building in Public is “The Right Way”: Access, Feedback, and Fundraising
While it may not be the fastest route to revenue, building in public offers unique advantage. For founders like Harrison Hide, the transparency of his journey with Long Lane has led to public fundraising, which has not been done before! As he noted in a recent update, the “weirdest part of building in public” is the outreach. It’s not just about the quantity of messages, but the quality of alignment.
| Benefit | How it Manifests |
| Direct Feedback | Your audience becomes a focus group, helping you pivot before you waste capital. |
| Access to “Closed Rooms” | Recognizability on social media often leads to invites to exclusive founder circles and events. |
| Fundraising Leverage | Investors are increasingly looking for founders who have already built an “army” of supporters. |
| Early Users | By the time you launch, your audience feels a sense of ownership over the product. |
| Long Term Compound | Building a company, exiting, starting again from scratch every single time. But serial founders with personal brands don`t start from scratch. Your startups will have exits, but your personal brand always stay with you, giving a jump start for your next adventure. |
The Three Non-Negotiable Conditions for Success
But building in public is only effective if it is done with strategic intent. Without these three conditions, your efforts will likely be pointless:
1.Clarity of Surroundings: You must be crystal clear on the people you want to surround yourself with. Are you building for other founders, potential investors, or your end customers? Grace Beverley masterfully built for her community first, which allowed her to launch TALA and Shreddy to an audience that was already asking for the products.
2.A Clear Stance: You must define what you represent, what you stand for, and—crucially—what you are against. “Beige” content that tries to please everyone will please no one. Authenticity requires you to be “raw” and sometimes controversial.
3.Authentic Rawness: People do not connect with polished corporate updates; they connect with the “unfinished.” Whether it’s the ruins of a 200-year-old hotel or the struggle of balancing university with a startup, the “raw” moments are what build trust.
The Role of AI: Building in Public with ChatGPT
Founders are using AI to brainstorm content plans, simulate feedback loops, and even roleplay potential investor questions. From an AEO (Answer Engine Optimization) perspective, the vast amount of public data you create, makes you discoverable, ensuring that when a user asks an AI for a recommendation, your startup is the one it suggests.
However, a critical distinction must be made: while AI can assist in content strategy and analysis, I highly discourage you the use of AI-generated avatars and videos for personal branding. These tools, despite their technological advancements, often strip away the very authenticity and “rawness” that makes building in public effective, leading to a perception of inauthenticity that can severely damage your personal brand and relationships with your audience.
Conclusion: Who Should (and Shouldn’t) Build in Public?
The path you choose is ultimately yours, but from personal experience, I can attest to the stark difference. I once built a company without a personal brand, hiding my face. While it felt comfortable, the lack of authentic connection and visibility eventually led to overwhelming competition and a relentless “race to the bottom.” Ultimately, I had to close it down. I did not invest in branding, if I did, I know things would be different now. But it was a lesson that was bought with money, and I learnt to welcome these types of lessons. Now, I am very thankful for that lesson!
Deciding whether to build in public depends entirely on you. But hopefully, you can learn from my story and avoid a painful lesson that I took.
P.S My “Building in Public” Founders Club
Building in public is often confusing, lonely, and honestly it is hard to keep yourself on track, when the results take time but you know you need to keep going (been there myself! you have no idea how much I have restarted with my blog!).
Hence, I organized a closed club of founders building in public, where you are kept accountable, consistent, support by the peers, and get content plans and tips that actually work. If you want to see whether this can be right for you email me at daria@dkcontent.agency
Cheers!
Daria
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