# Build in Public: Turn Transparency into Distribution

By Justin Novak · https://www.tminus.ventures/playbook/build-in-public

Stop hiding behind the curtain. Share the journey, the messy middle, the micro-wins, and even the failures. Founders who build in public turn the process itself into priceless marketing.

## Why it works

People don't just buy products. They buy people and stories. They root for underdogs. They want to feel like insiders. Building in public hits all three.

Every update (a revenue milestone, a roadmap pivot, a lesson learned) is a chance to deepen connection and compound attention. You're doing the work anyway. Why not capture it and share it?

## How to run it

Don't overthink it. Post your numbers, share your launch roadmap, admit the screw-ups. Use X, LinkedIn, your newsletter, or all of the above with omni-channel distribution software.

Building in public makes you unforgettable, because most companies still act like black boxes. Shine a light, and people lean in.

## Real world example

I built the 101 Growth Tactics playbook in public as I wrote it: posting on social media, inviting friends to read the drafts, sharing the process. The fruits of the labor were clear. It generated:

- Many new clients
- Hundreds of readers
- Three people who verbally committed to sponsoring the book
- Second and third order effects that are still showing up

People who do this really well:

1. Pieter Levels, @levelsio on X
2. Strawberry Milk Mob, @strawberrymilkmob on TikTok
3. John Rush, @johnrushx on X