#Build in Public

Building in public makes companies more valuable. It does this by making three things better: product development, marketing, and quality. These are positive side-effects of a culture of genuine transparency and active collaboration. Service designers, with their holistic view and diverse skillset, are ideally positioned to lead this shift. It is a simple and clear opportunity to drive meaningful innovation that results in tangible business outcomes.

Human Stakeholders & Product Development

1. The Age of Manufacturing

In the early 20th century, Ford revolutionized manufacturing with the assembly line, epitomizing the era’s top-down, production-centric business model. This approach, while groundbreaking, delineated a clear boundary between creator and consumer. His famous quote “Any customer can have a car painted any color that he wants so long as it is black.” is emblematic of this era’s production-centric approach to product development.

2. The Platform Revolution

The digital age ushered in a new breed of companies. Instead of creating products, they built platforms. Consider Microsoft, which provided an operating system for developers to create software. The line between creators and users started to blur, as users became contributors. This shift allowed companies to leverage the creativity of a global developer community, multiplying their business value.

3. The Rise of Social Media

The advent of social media marked another shift. Platforms like Facebook and Instagram provided a space for users to create and share content. Every user was now also a creator. The line was growing fainter. The business value of these platforms skyrocketed as they leveraged user-generated content to drive engagement and ad revenue.

4. The Sharing Economy

The sharing economy took this trend further. Companies like Airbnb and Uber turned users into service providers. You weren’t just using Airbnb; you could also host travelers. You didn’t just ride with Uber; you could drive for Uber. The line was increasingly blurred. These platforms leveraged their user base to create immense business value without owning any physical assets.

5. The Blockchain Disruption

Then came blockchain and cryptocurrencies like Bitcoin & Ethereum. Here, the users didn’t just use the platform or contribute to it; they governed it. The users validated transactions, maintained the network, and even decided on changes to the system. The line had all but disappeared.

So what?

As we trace this evolution in the bleeding-edge of business practices, a pattern emerges. Each new shift, blurring of the line between creators and users, has been a leverage mechanism for amplifying business value. Each wave of innovation has shown us a new way to unlock human potential, to harness the collective power of a community, and to turn that power into tangible business results.

This evolution has shown us that when we open up the process of creation, when we invite others in and make them true collaborators, we don’t just build better products & services; we build better businesses.

Inspired by this trend, is “Build in Public”.

It’s a philosophy and practice that involves sharing the journey of creating a product, project, or business openly with a wider audience.

Being authentic, embracing transparency, fostering collaboration, and documenting it all are the key ingredients for successful execution. Clearly building upon the idea of blurring of the line between users and creators, customers and contributors.

Building in Public isn’t necessary about giving up control; it’s about understanding that in a digital business landscape, absolute control is a myth. The real power lies in influence, in the ability to inspire and mobilize a community. And real value comes from leveraging that power to drive innovation and accelerate growth.

Transparency & Authentic Engagement as Marketing

At its core, marketing is the spreading a value proposition by story. A promise, to deliver a certain benefit, solve a problem, or fulfill a need through its product or service.

Traditionally, this proposition is communicated through a polished, one-sided narrative, leaving the consumer to judge its reliability based on limited information. Companies craft a polished message, broadcast it through various channels, and await the consumer’s response.

The consumer, in turn, must work hard to guess what’s behind the facade, seek out third parties to gather data, and scrutinize the companies public reputation.

However, social media has made companies more accessible and accountable, many consumers are growing weary of opaque corporate facades. Instead, they prefer genuine transparency and a real story about what they’re buying and the people behind it.

Building in public is about being transparent not as a buzzword, but as a core principle.

That means prospective consumers can able to clearly see exactly what is being offered, how it was made, the culture of its creators, and the inner-workings of the business. Not only is it refreshing; it’s a superior, more respectful approach to marketing that recognizes people as intelligent, curious individuals rather than passive targets.

1. Trust

This approach has several key benefits. First, it builds trust. By showing the process, even warts and all, companies demonstrate their commitment to quality and integrity. They prove they have nothing to hide, which makes them more trustworthy in the eyes of consumers.

2. Belonging

Second, it fosters engagement. When consumers get a glimpse of the process, they feel more connected to the product. They’re not just buying a finished item; they’re buying into a story, a journey. It’s a richer, more meaningful experience, which can deepen their loyalty by making people feel like they belong.

3. Growth

Third, it fuels innovation. By inviting feedback and ideas from consumers, companies can harness the collective creativity and insight. This open dialogue allows for the discovery of new use cases, the identification of potential improvements, and the co-creation of new features or products. The result? More innovative, customer-centric offerings that can set a company apart in the market and propel growth.

Examples

There are various levels of sharing in the “Building in Public” philosophy, though they are bound by a common thread of fostering a sense of trust, engagement, and community. Here are a range of examples:

Apple

While is known for its secrecy during the product development phase, Apple has embraced elements of the “Building in Public” philosophy in its marketing strategy. For instance, everyone remembers the product release videos featuring Jonathan Ive, describing the design and manufacturing process in detail from when Steve Jobs was CEO.

These videos, set against a backdrop of factory shots and product details, offer a behind-the-scenes look at how Apple products are made. They showcase the craftsmanship, the attention to detail, and the relentless pursuit of excellence that goes into every Apple product. This not only builds anticipation for the product, but also creates an emotional connection with the audience.

Moreover, Apple’s retail stores are designed to reflect the same ethos. The wooden tables that showcase the products are replicas of the ones used in the design studio, reinforcing the connection between the process of creation and the final product. This subtle touch highlights Apple’s usage of their genuine creative process as marketing and invites customers to feel part of the Apple story.

Notably, in a recent marketing event the current CEO Tim Cook departed from this philosophy with a skit involving a famous actor playing ‘mother earth’ dictating the team’s creative process. Seemingly a harmless and well meaning metaphor, it was met with backlash for it’s disingenuous representation of how they build products. Apple Insider publication called it “a rare dud” and wrote “apple events are marketing, but this was bad marketing”.

Tesla

This electric vehicle and clean energy company, is a prime example of a company that has embraced transparency and the “Building in Public” philosophy. Elon Musk, the CEO of Tesla, has been known to share ambitious goals, progress updates, and even setbacks on his personal Twitter account. As of the time of writing, Tesla has yet to spend on paid advertising, in stark contrast to other automakers.

Similarly, Tesla’s “Master Plan,” which outlines the company’s strategic goals, has been publicly available since 2006. The plan was shared on Tesla’s blog, allowing anyone to understand the company’s long-term vision and how each of their products fits into this strategy.

This level of openness is rare in the automotive industry, where new models and technologies are often closely guarded secrets until their official launch. However, Tesla’s approach has helped it build a passionate community of supporters who feel invested in the company’s mission to accelerate the world’s transition to sustainable energy.

Here’s an extraordinarily example from a crisis in 2018: Tesla needed to deliver 10,000 cars before a close deadline. With no other options they reached out to their community for help and ended up handing off their cars to thousands of strangers who then delivered their cars for them! This created a miracle in which Tesla was able to make the deadline.

This strategy has not only helped Tesla in marketing their products but also in creating a brand that stands for more than just cars. It stands for innovation, resilience, and a commitment to a sustainable future, values that resonate deeply with consumers and set Tesla apart in a competitive industry.

Solopreneurs

Pieter Levels, a solo entrepreneur and digital nomad, is a perfect example of how “Building in Public” can be leveraged by individuals as well as companies.

Pieter is the creator of Nomad List, a platform that provides resources for digital nomads, including information on the best cities to live and work remotely. From the very beginning, Pieter adopted a “Building in Public” approach. He openly shared his progress on Twitter, including his successes, failures, and learnings. He also regularly asked for feedback and incorporated it into his product, effectively co-creating Nomad List with his user community.

But Pieter didn’t stop there. He took transparency to another level by sharing his revenue numbers in real-time on his personal website. This radical transparency not only distinguished him from other entrepreneurs, but also fostered trust and authenticity.

Moreover, by sharing his journey, Pieter inspired many others to embark on their own entrepreneurial ventures. His story showed that it’s possible to build a successful business as a solo entrepreneur, and that the journey, while challenging, can also be incredibly rewarding.

Pieter Levels’ story demonstrates that “Building in Public” can be a powerful strategy for solopreneurs and small businesses. It can help build trust, foster engagement, and create a strong sense of community. And perhaps most importantly, it can inspire others to take action and pursue their own dreams.

Lesson

When “Building in Public,” authenticity is the new currency of marketing. It’s about showing the good, the bad, and the messy, and trusting that consumers will appreciate the honesty. Companies that embrace this approach are finding that they’re not just selling products and services; they’re building relationships. And this is what marketing is really all about, these authentic relationships are the key to success.

Quality Feedback Loop: A Self-Improving Culture

Building in public is more than a method; it’s a mindset. It’s a commitment to transparency, collaboration, and continuous improvement. By making the creative process public a unique feedback loop forms. This loop, characterized by its immediacy and continuity, is the engine driving the system’s self-regulation and the relentless pursuit of excellence.

1. Accountability Encourages Excellence

In conventional product development, the process is hidden. The product is revealed only at the end, and the feedback comes after the fact. This model permits complacency and fosters a culture of “good enough.” However, when you build in public, your work is immediately visible. Each iteration, each decision, each step forward is laid bare for all to see. This transparency breeds accountability. The knowledge that your work will be scrutinized encourages you to strive for excellence from the outset. It’s not about avoiding criticism but about earning respect. It’s about taking pride in your craft and ensuring that every piece of work you put out is your best.

2. Swift and Iterative Improvement

Building in public also accelerates the feedback loop. In the traditional model, feedback is slow and often comes too late to be useful. Building in public, however, allows for immediate and continuous feedback. Each iteration is open for critique, allowing you to quickly identify what works and what doesn’t. This feedback isn’t just about the product; it’s about the process. It allows you to adjust and refine your methods, ensuring that you not only end up with a better product but become a better builder. This constant cycle of feedback and iteration fosters a culture of continuous learning and improvement.

3. The Power of Many Eyes

There’s an old saying in the open-source software community: “Given enough eyeballs, all bugs are shallow.” This principle, known as Linus’s Law, suggests that the more people who can see and test a set of code, the more likely any flaws will be caught and fixed quickly.

Building in public taps into the power of many eyes. By opening up the process of creation to a wider audience, companies can leverage the collective intelligence of a community. This can help to identify issues that might have been missed by the internal team, to uncover new ideas or approaches, and to ensure that the product is robust and reliable.

4. The Virtuous Cycle

Building in public creates a virtuous cycle of quality improvement and community growth. The transparency fosters accountability, which drives high-quality work. The feedback loop enables real-time testing and iteration, which enhances the product. The power of many eyes ensures robustness and reliability, which builds trust. And the trust, in turn, fosters a stronger relationship with the audience, which feeds back into the cycle, driving further improvement.

5. New Ideas Through Collaboration

Lastly, by making the creative process public, you invite in a diverse array of perspectives. This type of co-creation is the future of user research. You’re not just tapping into the wisdom of your team; you’re leveraging the collective intelligence of your community. This diversity of thought and experience is a catalyst for innovation. It challenges assumptions, sparks new ideas, and drives you to explore uncharted territories. The result is a better product or service.

The Role of Service Designers

Service designers, with their holistic view of the business, working relationships across departments, and diverse skillset, are ideally positioned to lead this shift. They can facilitate the process of building in public, ensuring that it is done in a way that is respectful, inclusive, and beneficial for all parties involved.

Work needs to be done strategically rethinking the concept of the ‘line of visibility’ from a simple line to an intelligent mechanism. As lines between stakeholders continue to blur and individuals gain more power with the use of ai, big business will have to adapt, however embarrassing, because building in public is not just about making things visible; it’s about making things better. It’s a genuine and potent strategy for leveraging authentic transparency to drive innovation, quality, and growth.

It’s obviously the next little step in the evolution of the homo-memetic-techno-capitalist machine into a more closely integrated hive mind.

Written in the beginning of February 2024 by Tyler Stupart of Blueprint.