Stealth Mode is Dead: How Public Building 10x'd My Growth
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The $100K Lesson from Pieter Levels
In 2014, Pieter Levels started building Nomad List in complete secrecy. After three months of development with zero feedback, he realized he'd built features nobody wanted. Then he tried something different - he started tweeting about every small update and change he made. The response was immediate. Users jumped in with suggestions, spotted bugs, and even offered to pay before the product was finished. Within months, Nomad List was making $100K annually.
Why Building in Public Works Better
Working in stealth mode feels safe, but it's actually riskier. When you worry about someone stealing your MVP idea, you miss out on crucial early feedback. Building in public creates momentum through:
- Instant feedback from real users
- A growing audience before launch
- Accountability that pushes you to ship
- Natural marketing through documentation
How to Start Building in Public
You don't need a huge following to begin. Start small:
1. Share Your Progress
Post weekly updates about what you're building. Include:
- Screenshots of new features
- Numbers and metrics
- Challenges you're facing
- Lessons learned
2. Document Your Journey
Turn your building process into content:
- Write about technical decisions
- Share revenue milestones
- Post behind-the-scenes looks
3. Engage With Your Audience
Building in public means building with others. When you gather feedback from your audience:
- Ask specific questions
- Run polls for feature decisions
- Share user interviews
The 10x Growth Framework
Here's how public building accelerates growth:
1. Pre-Launch Marketing
Every update becomes marketing content. This helps you attract early adopters naturally.
2. Community-Driven Development
Your users become your development partners. They'll:
- Spot issues early
- Suggest crucial features
- Become early advocates
3. Faster Iteration Cycles
Public feedback helps you iterate on your idea faster:
- Validate features before building
- Identify pain points quickly
- Adjust pricing with confidence
Best Practices for Public Building
Do:
- Share real numbers and metrics
- Be honest about failures
- Show your work process
- Engage with feedback
Don't:
- Wait for perfection
- Hide your mistakes
- Ignore user feedback
- Stop sharing when things get hard
Extra Tip: The Weekly Update Formula
Use this simple format for consistent updates:
- What I built this week
- What I learned
- What's next
- One specific ask for feedback
Frequently Asked Questions
Q: Won't competitors steal my idea if I build in public?
Ideas are worthless without execution. Your public building journey creates a moat through community and brand recognition that competitors can't easily copy. Plus, finding your first 10 beta testers becomes easier when you're public.
Q: How much should I share about my revenue?
Share what feels comfortable. Many successful founders share real numbers because it builds trust and attracts similar founders. Start with percentages if exact numbers feel too personal.
Q: What if my product isn't ready to show?
That's exactly when you should start sharing. Early feedback prevents you from building features nobody wants. Remember, done is better than perfect.
Q: How do I handle negative feedback?
View it as free user research. Negative feedback early helps you fix issues before they become bigger problems. Thank critics and explain how you'll address their concerns.
Q: What platforms should I use to build in public?
Start where your potential users are. Twitter, LinkedIn, and indie hacker communities are popular choices. Focus on one platform initially and expand later.
Recommended Approaches
Based on successful public builders:
1. The Daily Screenshot
Share one image of your progress daily. This builds consistency and shows real progress.
2. The Weekly Deep Dive
Write a detailed post about one specific challenge or decision each week.
3. The Monthly Metrics
Share key numbers monthly to maintain transparency and track growth publicly.
4. The Build List
Maintain a public task list where users can vote on priorities.
Common Myths About Building in Public
Let's bust some common misconceptions:
Myth 1: You Need a Large Following
Reality: Many successful products started with zero followers. Quality content attracts the right audience over time.
Myth 2: Everything Must Be Perfect
Reality: Showing the messy middle makes you more relatable and trustworthy.
Myth 3: It Takes Too Much Time
Reality: 15 minutes per day is enough. Document as you build instead of seeing it as extra work.
Building in Public Checklist
- [ ] Set up a build diary (Twitter, blog, or newsletter)
- [ ] Take screenshots of your work daily
- [ ] Share one learning per week
- [ ] Ask for specific feedback monthly
- [ ] Track and share key metrics
- [ ] Document major decisions
- [ ] Celebrate small wins publicly
The Real Impact of Public Building
Building in public isn't just about marketing - it's about creating better products through community feedback. When you share your journey, you:
- Build trust before launching
- Create content naturally
- Learn faster through feedback
- Stay accountable to your goals
Take Action Now
Start your public building journey today:
1. Choose Your Platform
Pick one place to share your progress consistently.
2. Document Your Starting Point
Take a screenshot or write a quick post about where you are now.
3. Set Sharing Goals
Commit to regular updates - daily, weekly, or monthly.
4. Connect With Others
Find other builders sharing their journey and engage with them.
Remember: Every successful product started with a single share. Your journey begins with your first public update.
Join Our Community of Builders
Ready to accelerate your growth through public building? Join our community of indie hackers who support each other's journey:
1. List your MVP on BetrTesters to get early feedback and users
2. Join our X Community where builders share their progress daily
Share your first public update today and tag us - we'll help amplify your journey!
Frequently Asked Questions