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Why We Don’t “Build in Public” (And Why That’s Perfectly Fine)


“Build in public,” they said. “It’ll be fun,” they said.

Let me save you some time: we’re not doing that.

Not because we’re secretive. Not because we’re plotting something revolutionary behind the scenes.

But because living in the chaos is enough — we don’t need to livestream the car crash.



Here’s the reality:


We could post about the new feature we just shipped... 

…but we’re too busy firefighting the bug that showed up five minutes later.


We could share a shiny milestone graphic… 

…but we’re still working out how to make payroll next month without selling a kidney.


It’s not that we’re not proud of what we’re building. We are.

We just don’t feel the need to narrate every up and down in real-time while still mid-sprint.



Because most days look like this:


  • Customer support pings you at 7 am because something broke.

  • You’ve had three sales calls and five demo no-shows before noon.

  • A partner emails asking for a feature that’s not even on your roadmap.

  • Stripe balance: sad.

  • Mental health: hanging by a Slack thread.


But sure, let’s open Twitter and write a heartfelt thread about our “founder journey.”

No thanks.



Transparency is great. Until it becomes performative.


Everyone loves to preach that “transparency builds trust.” And yeah, being open has value.

But so does not look like a total mess online.

Sometimes the most responsible thing you can do is shut up and build, without narrating every existential crisis, late-night bug fix, or moment of impostor syndrome.

Because the reality is:90% of startup life is figuring sh*t out while pretending you’ve got it handled. The other 10%? Still chaos. Just with slightly better lighting.



Here’s what we’re doing instead:


We’re building. Quietly. Relentlessly. On the days it feels amazing and on the days it doesn’t.

We’re surviving. Learning. Improving and trying to do right by our customers, our team, and ourselves.

And when something’s actually worth celebrating? We’ll share it. Not because we need validation.But because it meant something real.

Until then—you won’t find us “building in public.” We’re too busy building for real.

 
 
 

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