Founders should stop building in public for other builders and start serving in public to actual customers. Share actionable insights and concrete use cases that solve real business problems, turning your expertise into a demand engine instead of just networking with peers.
Don't build in public, serve in public. Now I've been around build in public types for quite a while. What I find is a lot of them are preaching to the choir, right? They're talking to their fellow builders and then that means they're going to be more biased towards talking to people who like build using the same tools they do. And it creates teams that are all on the supply side. But where I found the greatest value from like the BIP principle is really when you're doing this in front of your customers, right? You're showing them, hey, here's how to create value in your domain. You're positioning yourself as an expert that then they want to go buy your service or product, but the usebook that you're putting, getting ready to put into the market. So when you're considering your marketing strategy, I would encourage you to serve in public. Show them insights, show them astute. If there's something cool about your product, let's use it. But if there's something they can do to apply to their own businesses and lives, that's going to be what creates the greatest leverage and greatest marketing value for you. Serve, don't build in public.
