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Build in Public - Why, How I do it and How can you

Alex Llull
Alex Llull
Hello everyone and welcome to the 39 new subscribers who joined us since last week.
Now that the year is coming to an end, it is time to start planning for next year. I have many ideas and plans for The Steal Club, so stay tuned (also, ideas and suggestions are welcomed).
Let’s get started!
Reading time: Under 4 minutes

The Research - Who are we stealing from?
Today, I want to talk about one entire movement and what we can learn from it: Building in Public
You must have heard of the term “Build in Public” if you’ve been on Twitter for some time, especially around the startup/bootstrapper/maker side of it.
Building in Public is as simple as that: sharing everything you do while building something (a side project, a startup, your brand, a work project, etc.).
I think it is a really interesting topic to look into, with a lot of things that can be applied to our own journeys.
The research process
🖐️ Disclaimer: Tweet Hunter sponsors this newsletter. I would not recommend the tool if I wasn’t really using it for this process.
There have been a few people who have asked me how I research for these type of reports.
The truth is that I used to do it manually on Twitter. But lately, my process has sped up a ton thanks to Tweet Hunter.
Tweet Hunter has a search function that helps me search for the best tweets for any topic. For this report, I’ve used it (a ton) to research the best tweets around “Building in Public”.
Take a look at it 👇
If you want to test Tweet Hunter, you’ll get a 50% off on the first month by using the code STEALCLUB at checkout.
The operation - What are we stealing?
Why Building in Public matters?
It generates trust
Trust is built when you are open and vulnerable about what you do.
Example ➔ A few issues ago, I wrote about the future of this newsletter. I got a lot of positive feedback. However, the best part was getting a couple of sponsorship offers.
The first came about when Tweet Hunter agreed to sponsor four Steal Club issues. If I hadn’t mentioned that I was interested, they wouldn’t have offered!
Takeaway ➔ That trust you generate turns into an audience. But not just any kind. A loyal audience.
Your audience returns to your content because it comes from you.
It can also lead to new opportunities. It is impossible for people to help you out unless they know you need help.
🔈It’s a great marketing channel
Talking about what you do brings attention to what you do. Who would have thought?
Example ➔ Arvid Kahl literally writes his books in public. He shares the drafts with the audience and makes changes based on their feedback.
As a result, his product is very polished and resonates with his audience
Arvid’s books are super anticipated, and by showing how the entire process is carried out in public, he makes people even more curious.
Takeaway ➔ Sharing how something is built before it’s released creates two things: expectation and trust, both essential for marketing success.
There’s no need to share this kind of details, but Arvid does anyway 👇
Arvid Kahl
I just learned that a VERY kind reader from Japan has translated my 500-page book Zero to Sold into Japanese — so that a Japanese friend of theirs could read it.

And then, he sent me the translation. So I could use it.

I am FILLED with gratitude today. What a joy!
👑Builds the right kind of reputation
The social media world is full of pretenders.
I can rent a Ferrari for a day, record myself saying that I make 7 figures every week, and sell you a course for $997 (sound familiar?).
You can’t prove it’s true or not, even if it sounds extremely fake. True builders don’t use that kind of tactics.
They understand that by sharing what they are doing, what they are building, and sending regular updates, they are cultivating a reputation for getting things done.
How I build in public
Content creation and audience building are topics that are pretty saturated. Thus, I needed to find some way to stand out.
So I ended up choosing to leverage my story to build trust (I was fired and bounced back) and be transparent with everything I did.
A couple of examples:
Early on, I posted “performance reports” on Twitter, analyzing what worked and what didn’t.
Back in the day, these reports generated a lot of engagement and helped grow my audience quite a bit
Alex Llull 🕵️‍♂️
TRANSPARENCY TIME, inspired by @jackbutcher

Being open with my Twitter metrics on my first real month on Twitter.

Overview of June numbers👇
Another time when building in public was beneficial to me was when I shared how I planned to get 4,700 followers in three months.
The plan ended up failing but sharing it got a lot of people on my side. I gained about 300-400 followers in just one day! It was people who were looking forward to following my journey due to the expectation I created.
Alex Llull 🕵️‍♂️
I'm challenging myself to get 4,700 new followers in 85 days.

Here's how I plan to do it 👇👇👇
As you can see, I followed the same steps we’ve seen on this issue:
  • I generated trust by being open with my journey
  • I grew a reputation by doing what I said I would do
  • And I leveraged those as a great marketing channel for my services and products
It takes time, but anyone can do it. Trust me.
How can you build in public?
✍️Twitter is your journal
If you want to build in public, you should use Twitter as your journal.
Simply record what you’re doing every day, but instead of a notebook, you’re tweeting it.
🤷‍♂️What to share?
The main concern: “If I build in public, people will steal my idea”
“0 to 1 rarely happens. 1 to N is more common.”
Even if they steal your idea, they can’t steal your execution. And they can certainly steal YOU.
🐦 How to share it?
Here are a couple of story frameworks for you to steal:
  • Lessons learned: this kind of content does super well on Twitter. Pair it with a strong hook (like I lost 1M$ building in public) and you have a banger
  • Failure + comeback: comeback stories are always popular. We all love to see how the underdog fails, how he recovers and turns that failure into the cornerstone of his/her success.
  • The plan: Sharing how you plan to build the thing is also a great way to build in public and get people on your side of the ring. It also creates expectations and opens up opportunities for people to help.
Build In Public


- sharing stories (wins/lessons)
- being authentic and vulnerable
- rallying a community around your cause

is not:

- a gimmick to go viral
- a shortcut to fame
- a ploy to get users

Build in public takes time, intention, and consistency.
The loot - Key takeaways
Building in public is not just sharing a screenshot of your MRR.
Building in public is sharing the story behind building something.
Our stories are what bind us together as people. Yes, there are:
  • People with more followers than you talking about the same thing
  • People with bigger companies than you building the same thing
  • People with more knowledge than you doing the same thing
However, there is only one you doing it. With your unique background and personality.
Get out there, find your angle, and leverage it.
The best “public builders” are also the best storytellers.
That’s it for today’s issue!
As a reminder, you’ll get a 50% off on the first month of Tweet Hunter if you use the code STEALCLUB at checkout. Super useful not only for Twitter writing and scheduling but also for content research!
See ya next week!
Alex Llull
Thief Master, The Steal Club
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Alex Llull
Alex Llull @AlexLlullTW

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