Part 12 of 19 in Make Your Users Heroes: An Indian Founder’s Guide← Part 11Part 13 →
Most founders think building in public is a marketing stunt. They’re wrong. It’s not about tweeting your revenue or posting selfies with your team. It’s about creating a relentless focus on user outcomes. If you’re building a startup in India, you need to understand that working in public is not a fad. It’s a strategy to force accountability and transparency, both to yourself and your users. This is how you stay grounded in reality, not in vanity metrics.
Why Building in Public Works
Real Accountability
When you’re building behind closed doors, the only people holding you accountable are your team and maybe your board. They’re often too close to see the forest for the trees. In contrast, working in public creates a third audience: your users. They’re not impressed by your internal milestones or fundraising rounds. They care about results that matter to them.
User-Centric Focus
Take a lesson from Zerodha. Nithin Kamath doesn’t just tweet for the sake of engagement. His transparency trains the market to expect honest discussions about user outcomes. It’s not about building a personal brand; it’s about aligning your company’s goals with user needs. When you consistently share your progress, you’re forced to focus on what truly matters: delivering value to your users.
Recruitment and Community Building
Building in public also helps in attracting the right talent. People want to work for companies that are transparent and user-focused. It’s also a fantastic way to build a community around your product. Users who see your journey are more likely to become evangelists, turning into valuable word-of-mouth marketers.
What to Share
The Right Metrics
Don’t mistake this for live-tweeting your entire payroll or every minor setback. Focus on metrics that matter to users. Share whether more users completed a key task this month. Discuss improvements or setbacks in plain language.
Failures and Learnings
Share one thing you were wrong about, and include a user quote that proved it. This not only humanizes your brand but also shows your commitment to improving based on user feedback.
User Outcomes
Highlight real, un-staged examples of user success. Whether it’s a shop using your software to improve sales or a student increasing their mock exam scores, these are the stories that matter. Always get permission to share these stories.
Open Questions
Your audience is an untapped resource for insights. Ask questions you genuinely need answers to. Co-creation requires an open dialogue, not a highlight reel.
Where to Share
Platforms
Use platforms where your audience is active. In India, that means Twitter (X), LinkedIn, and WhatsApp communities. Don’t underestimate the power of direct engagement in these spaces.
Content Cadence
Keep a balance between fast and slow content. Use tweets and quick updates for immediate feedback and engagement. For deeper insights and discussions, consider long-form content on platforms like Startupmentors.
The Risks and Rewards
Potential Pitfalls
Let’s not sugarcoat it. Building in public opens you up to copycats, bad-faith advice, and unsolicited opinions from relatives who think they now have a say in your business. But the benefits far outweigh these risks.
The Real Payoff
Transparency attracts the kind of users and partners you want. It brings in the five users who will tell you your Hindi string is wrong, the operators who can help you avoid pitfalls, and the first hire who chooses you because they’re inspired by your journey. That’s real value you won’t find in an internal deck.
Success lives in user outcomes, not internal metrics. Building in public forces you to focus on what matters.
The Bottom Line
Building in public is not just a marketing gimmick; it’s a strategic tool for growth. It forces you to focus on user outcomes and keeps you accountable. If you’re serious about building a startup in India, this is a strategy you can’t afford to ignore. It’s about more than just transparency; it’s about survival and success in an increasingly competitive market.
FAQs
Is building in public only for tech startups?
No, any startup that wants to stay user-focused can benefit from building in public. It’s about maintaining transparency and accountability, regardless of your industry.
What if my competitors steal my ideas?
If your only competitive edge is secrecy, you’re already in trouble. Building in public attracts the right kind of attention and feedback that can help you improve faster than your competitors.
How often should I share updates?
There’s no one-size-fits-all answer. Find a cadence that allows you to be consistent without overwhelming your audience. Start with monthly updates and adjust based on user feedback.
How do I handle negative feedback?
Use it as a learning opportunity. Address valid criticisms openly and show how you’re working to improve. This not only builds trust but also turns critics into advocates.
Wondering how to integrate public building into your strategy effectively? Reach out to Malpani Ventures — we’re here to guide you through the trenches.