Effective building in public is about making your customers feel like co-creators and insiders in your brand’s story. It goes deeper than just posting updates; it means creating genuine feedback loops and shared ownership. It’s a powerful way to build trust and a moat around your business that competitors can't easily replicate.
Here is a playbook for how to do it right.
- Start by sharing your "why." Before you even have a product, you have a story. On an episode of Shopify Masters, Nat Elison explained how he started a blog to share his passion, which eventually grew into a physical store. You can do the same by documenting your mission, your values, and why you’re the person to build this business. This is the foundation of your narrative and gives early followers a reason to care about your journey, not just your products.
- Make your audience part of product development. Marcus Milione of Minted New York, on another Shopify Masters episode, explained how he brought customers along for the ride, incorporating their feedback directly into his products. You can do this by posting mockups, polling your audience on colorways or materials, and asking for their input on features. This does more than just validate your ideas; it transforms customers from passive buyers into invested partners who feel a sense of pride in the final product.
- Document the unsexy parts of the business. People trust what’s real, and the reality of ecommerce involves a lot of unglamorous work. The "Building an Ecommerce Business" series on Ecommerce Conversations shows founders working through the details of everything from getting started to shipping processes and even raising money. Sharing your struggles with supply chain issues, being honest about a packaging mistake, or explaining the costs behind your pricing builds a profound level of authenticity and trust.
- Turn your audience into a true community. Transparency is the tactic, but community is the asset. Andrew Youderian makes this point on an episode of Ecommerce Conversations about Growing a Community. The goal isn't just to talk at your audience but to create a space where they can talk to each other. You can facilitate this with a Discord server, a private Facebook group, or by encouraging user-generated content. When customers are building relationships with each other around your brand, you’ve created something that lasts.
What you choose not to share is just as important. Be transparent, but don't be reckless. Avoid sharing sensitive financial details that could compromise negotiations, and don't create a feedback process unless you're truly prepared to act on what you hear.
