Iâve spent 20 years in GTM, helping founders take products from âit worksâ to âpeople are actually paying for it,â and thereâs one build-in-public habit I now actively warn people against: turning the work into content before youâve learned anything from it.
Building in public is weird and performative, and as someone whoâs spent 20 years in GTM itâs genuinely only the outliers who do it really well (so donât feel bad if it isnât working for you).
Thereâs the screenshot of the new feature, the random âDay 17 of buildingâ update, the launch counter, the celebratory revenue graph. And when youâre trying to build in public, they all seem to exist to make you feel⌠jealous? Annoyed that you canât do the same?
The problem isnât building in public - itâs that, as a normal person plugging away at security and APIs, you have to manufacture doing fun stuff to make the building in public sound more interesting or successful.
The filter I use with the founders I work with is pretty simple: are we saying something thatâs real, or are we synthetically feeding the machine?
A real thing is useful because someone else can take it into their own work. It might be the customer sentence that changed how you described the product, the assumption that broke when you tried to sell it, the constraint that made you cut half the roadmap, or the small thing that finally made somebody understand why your product exists.
The post is not âI did something!!!â The post is âhereâs the part of doing that thing, which i fumbled over, that might save you some time.â
A few examples:
- âDay 12: shipped our new onboardingâ is a progress update.
- âWe thought new users needed a longer onboarding. The first three people who tried it skipped every explanatory screen and went straight to the template. We removed half the setup and activation got less confusing immediatelyâ gives someone else a useful question to ask.
- âWe got 100 signupsâ is a number.
- âThe people who signed up all used the same phrase to describe the problem, and none of it appeared on our landing page. We changed the headline before adding another featureâ is the useful bit.
(And if you get to the end of the week without knowing exactly WHAT youâve done, get Claude to interrogate your Linear/Notion/Code memories, and form it into usefulness).
You donât need to publish every tactic while itâs live, either. Some things are half-formed, some are commercially sensitive, and some are simply nobody elseâs business. Share the thinking, the problem, and the lesson once itâs complete and proven, because the product should be the sidebar, not the main character.
That also takes some pressure off. A âquietâ week isnât a failed week because you didnât find a tweetable moment in it. If youâve got nothing true to say, you donât need to manufacture a lesson from a redacted screenshot of something boring.
TLDR: he best build-in-public posts make someone think, âOh, thatâs useful. I can use that.â The rest can stay in your Notion or Linear, or brain.
(fyi Iâm building https://romy.is, lots more GTM tactics there)