We’ve all seen the polished LinkedIn posts: “We just closed our Series A!” or “Excited to announce our newest launch!” But what about the ugly in-between? The sleepless nights, the failed prototypes, the posts that got 3 likes?
Welcome to the messy middle — where most of entrepreneurship actually happens.
In a world that values highlight reels, there’s a growing movement to “build in public.” This means openly sharing your journey, not just your wins. It means posting about the mistakes, the lessons learned, the pivots that almost broke you, and the feedback that helped you bounce back stronger.
And no, it’s not just a trend. It’s a strategy.
Building in public creates transparency and trust. It humanizes your brand. Whether you’re a solo founder or a small business, your audience doesn’t just want to buy from you — they want to root for you. They want to feel like they’re part of your journey. When you invite them behind the curtain, you give them that chance.
This approach also helps with visibility. Raw, honest content tends to perform better on social platforms. People don’t want perfect — they want real. When you share how you solved a problem (or even how you didn’t), it resonates.
But there’s a balance. Building in public isn’t about oversharing or venting. It’s about thoughtful transparency. Frame your stories around learnings. Invite feedback. Share progress, not just pain.
Consider this: The next time you miss a goal, instead of hiding it, post what you learned and how you’ll adjust. When your website crashes mid-launch? Share the chaos, the fix, and the takeaway. That kind of honesty is magnetic.
In the end, your story isn’t just the glossy success. It’s the unfiltered, scrappy, in-the-weeds process that brought you there. Share it — and watch how your audience doesn’t just grow, but sticks.