Do not index
Do not index
The last few years have been a whirlwind for content creation. The explosion of new tools, accelerated by accessible AI, has led to a "fast-foodification" of content—mass-produced, indistinguishable, and everywhere. In this environment, capturing attention and differentiating products and businesses is tougher than ever.
Building in public
Building in public—transparently sharing your journey—cuts through the noise. It fosters authentic connections and isn’t just for bootstrappers or indie makers. With AI content flooding the market, narrative, and storytelling are more critical than ever. Company leaders who embrace openness around their strategy and approach are gaining traction even in crowded spaces. Take PostHog, for example. Launched in 2020 with a product analytics tool in a crowded category, they’ve become a leading choice for modern, growing companies.
Real-World Examples
- PostHog: Publicly shares company operations and product development, resonating with engineers and their open handbook serves as a model for transparency.
- Alex Turnbull (Grove): Grew Grove to 5 million ARR by openly sharing his entrepreneurial journey.
- Finsweet: Engages their community through regular YouTube updates.
- Sara Humm (Canny): Streams workdays on Twitch, showing the unfiltered entrepreneurial process.
Reflecting on Building in Public with Lunch Pail Labs
When I started Lunch Pail Labs, transparency was my mantra. I launched a podcast called Lunch Pail Daily, where I shared everything—wins, struggles, the whole journey. I wanted to document what it was like to build something from the ground up, regardless of the outcome. But as the company grew and responsibilities piled up, I felt pressure to “mature” my strategy. So, I stepped back from sharing narratives and inner workings, opting for bland SEO-focused content. I even paid for a fellowship on creating content for Twitter (🤦🏿♀️ LOL).
But here’s the thing: many of the opportunities I’ve received—cofounder offers, multi-six-figure contracts, and acquihire proposals—have come from people engaging with my content. And that’s with a tiny audience; just imagine what a focused effort on this approach could achieve. Writing clarifies your thinking and resonates with your ideal customers who face the challenges you’re facing. When your story connects, it cuts through the noise.
What About You?
That’s where I’m at—and I believe building in public isn’t just for company building. Even at the level of creating processes, products, or strategies, building in public can attract your ideal customer profile (ICP) who’s on a similar journey. If you sell to developers, write about the challenges and solutions you encounter as a developer. If you’re a partner leader, share insights about the partner ecosystem and the issues you face. If you’re a CX leader, document the day-to-day experiences in customer experience management. That’s my hypothesis, anyway.
What about you? How does building in public play a role in your B2B strategy? I’d love to hear about it—send me a note.
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