What is Build in Public?

1. Introduction

Build in Public is a strategic philosophy where an organization transparently shares its developmental journey with its external stakeholders. This includes not just successes but also challenges, setbacks, and works-in-progress. The core idea is to open the curtain on internal processes, fostering a sense of shared ownership and collaboration with the wider community, especially within a partner ecosystem.

This approach moves beyond traditional, opaque development cycles. Instead of unveiling a finished product, companies invite their audience, including channel partners and customers, to witness and even influence the creation process. This transparency cultivates deeper trust, provides valuable early feedback, and can significantly enhance engagement across various touchpoints.

2. Context/Background

Historically, product development was often a closely guarded secret, with companies revealing new innovations only upon official launch. This created a disconnect between creators and consumers. The rise of social media and interconnected digital platforms, however, shifted expectations towards greater transparency and authenticity. In the context of business-to-business (B2B) relationships, particularly within complex partner ecosystems, this shift is even more pronounced. Partners are no longer just distributors; they are often co-innovators, implementers, and crucial feedback loops. Sharing the development journey helps equip partners with early insights, enabling them to better prepare for market changes and integrate new offerings into their own solutions.

3. Core Principles

• Transparency First: Openly share information about development, including challenges and learnings.
• Iterative Sharing: Provide regular updates, not just final announcements.
• Community Engagement: Actively solicit and incorporate feedback from partners and users.
• Authenticity: Be genuine about the process, acknowledging both triumphs and difficulties.

4. Implementation

Implementing a Build in Public strategy requires a structured approach. Here is a six-step process:

1. Define Scope: Identify what aspects of development will be shared (e.g., product roadmap, design iterations, beta testing).
2. Choose Platforms: Select appropriate channels for sharing (e.g., blogs, social media, dedicated partner portals, webinars).
3. Establish Cadence: Determine the frequency of updates to maintain consistent engagement.
4. Create Content: Develop clear, concise, and engaging content that explains progress and seeks feedback.
5. Engage and Respond: Actively monitor comments and questions, providing timely and thoughtful responses.
6. Measure Impact: Track engagement metrics and qualitative feedback to refine the strategy over time.

5. Best Practices vs Pitfalls

Best Practices (Do's)

• Share Learnings: Discuss what worked and what didn't. For an IT company, this means explaining why a certain feature design was abandoned.
• Empower Partners: Give channel partners early access to beta programs and solicit their input on product direction.
• Be Consistent: Regular updates build anticipation and trust.
• Use Visuals: Diagrams, screenshots, and short videos make updates more engaging.

Pitfalls (Don'ts)

• Over-sharing: Sharing too much detail can overwhelm or confuse. Focus on relevant updates.
• Lack of Follow-up: Soliciting feedback without acknowledging or acting on it erodes trust.
• Dishonesty: Hiding failures or sugarcoating challenges undermines the entire premise.
• Inconsistency: Sporadic updates can lead to disinterest.

6. Advanced Applications

For mature organizations, Build in Public can extend to several advanced applications:

1. Open Source Contributions: Actively contributing to and maintaining open-source projects relevant to their technology stack.
2. Shared Research & Development: Publishing research papers or findings that benefit the broader industry.
3. Supply Chain Transparency: In manufacturing, openly sharing details about ethical sourcing or sustainable production methods.
4. Co-creation Initiatives: Directly involving channel partners in design sprints or hackathons for new features.
5. Internal Process Documentation: Making select internal playbooks or best practices publicly available.
6. Financial Transparency (Appropriate Level): Sharing insights into business model evolution or investment strategies that impact the partner ecosystem.

7. Ecosystem Integration

Build in Public seamlessly integrates across the Partner Ecosystem Operating Model (POEM) lifecycle pillars:

• Strategize: Informs strategic direction by gathering early partner and market feedback.
• Recruit: Attracts new partners who value transparency and collaboration.
• Onboard: Provides new partners with a deeper understanding of the company's vision and development culture.
• Enable: Equips partners with early product knowledge and insights, enhancing partner enablement.
• Market: Generates buzz and authentic content that partners can leverage in their marketing efforts.
• Sell: Gives partners compelling narratives and early access to features for co-selling.
• Incentivize: Can be linked to partner recognition for valuable contributions to the public development process.
• Accelerate: Fosters innovation and rapid iteration based on continuous feedback.

8. Conclusion

Build in Public is more than just a trend; it's a fundamental shift towards open collaboration and trust-building in the modern business landscape. By embracing transparency, organizations can cultivate stronger relationships with their channel partners, gain invaluable insights, and create products and services that truly resonate with their market.

This approach transforms the traditional vendor-partner dynamic into a shared journey of creation and innovation. For any organization looking to strengthen its partner ecosystem and foster genuine engagement, adopting a Build in Public philosophy offers a powerful path to sustainable growth and mutual success.