Build In Public — Share the Journey, Not the Hype

"I know I should be posting. But what do I say that isn't self-promotional garbage?"

The problem

Everyone says you should "build in public." Share your journey. Post on Twitter/X. Write on LinkedIn. But when you sit down to post, you freeze.

Everything that comes out sounds like a press release or a humblebrag. So you post nothing. And nothing compounds.

Most build-in-public advice is about growth hacks: "post 3 times a day," "use these hashtags," "engage with big accounts." That turns your presence into a chore and makes you sound like everyone else.

The real problem is you're trying to "build an audience" instead of "sharing what you're learning." Audience-building is a marketing goal. Sharing your journey is a human act. One is exhausting. The other is natural when you find the right frame.

The leading word: journal

Think of build-in-public as a public journal, not a content strategy. You're letting people watch you figure things out. The value isn't your expertise — it's your process. People connect with struggle, not success.

The most engaging builder accounts don't feel like marketing. They feel like someone letting you look over their shoulder.