The art of building in public

How founders use this storytelling tactic to inspire and engage

Storytelling is at the heart of all memorable brands. It’s what connects, inspires and builds loyalty. A great product or service is essential – but even the best product or service in the world won’t get you far if no one notices it or connects with it. As Mad Men’s Don Draper wisely said:

You are the product. You, feeling something. That’s what sells.

In today’s digital world, storytelling has evolved. It’s no longer a one-way broadcast – it’s a two-way conversation. Social media and other platforms have shifted the narrative, with audiences now craving authenticity and connection. They don’t just want to hear your story, they want to be part of it.

Enter building in public: a bold and transparent approach to storytelling that brings audiences behind the scenes. By sharing their highs, lows and lessons, founders not only engage their communities but also turn customers into loyal advocates.

Let’s explore the science behind storytelling, how building in public became a powerful tool for founders, and why it might just be the strategy your brand needs.

The science of storytelling

Storytelling resonates with us on a deeply human level. When we hear a compelling story, our brains release oxytocin, a hormone that boosts trust, empathy and connection. This “feel-good” response makes us more likely to engage and form lasting bonds.

Unlike facts, which activate our data-processing centres, stories light up the sensory parts of our brains. Think of the emotional pull of a Disney movie – The Lion King, Up, or The Fox and the Hound. These stories stay with us because they evoke emotion, creating a sense of togetherness and shared experience.

In marketing, storytelling goes beyond selling features and benefits; it creates mental availability. When a brand connects emotionally, it becomes memorable, increasing the likelihood that customers will choose it when the time comes to purchase.

What is “building in public”?

Building in public is a modern storytelling approach where founders openly share the process of creating and growing their business. This includes:

• Wins and milestones
• Challenges and how they’re tackled
• Lessons learned and insights into their industry

Audience types for building in public

The audience for building in public usually falls into two groups:

1. Support groups: Friends, fellow founders and others who enjoy learning from the journey
2. Customers: Existing or potential users of your product or service, interested in staying up-to-date and feeling part of the brand’s story

By building in public, founders create both a support system and a strong relationship with their customers. It’s not just about transparency, it’s about fostering trust, loyalty and engagement.

Building in public: a modern take on storytelling

Building in public is a bold and transparent approach to storytelling that invites audiences behind the scenes. It’s about sharing the ins and outs of building a business, and it allows founders to connect with their audiences on a deeper level.

Interestingly, the essence of building in public isn’t entirely new. Even Don Draper, the fictional advertising genius from Mad Men, embraced a version of it.

In one of the show’s most iconic moments, Don writes an open letter announcing his agency’s decision to stop working with tobacco companies. He publicly shares the reasoning behind the move – despite its risks – and invites the world to see the agency’s values in action.

While controversial, the letter is a classic example of what building in public can achieve: transparency, trust, and a deeper emotional connection. By taking audiences behind the scenes of a big decision, Don humanised the agency and gave people something to rally around.

Today, founders are taking this concept even further by using platforms like social media to share their entrepreneurial journeys, turning everyday updates into powerful tools for engagement and connection.

Founders who build in public

Joel Gascoigne: Buffer

When Joel Gascoigne co-founded Buffer in 2013, he didn’t just launch a product – he launched a movement. Buffer became a pioneer in building in public by sharing everything from revenue figures to internal decisions and even mistakes. This transparency created a community that felt personally invested in the company’s success.

Hamish McKay: Order Editing

Hamish McKay, co-founder of Order Editing, has embraced LinkedIn as his storytelling platform. By sharing candid reflections on the company’s growth, product iterations and lessons learned, Hamish has built a loyal following of entrepreneurs and eCommerce professionals who admire his authenticity.

Melanie Perkins: Canva

Melanie Perkins, the co-founder of Canva, uses storytelling to bring the brand’s mission to life. From recounting early struggles to secure funding to celebrating the success of Canva users worldwide, Melanie’s narrative inspires millions and reinforces the company’s commitment to empowering creativity.

Ben Francis: Gymshark

Building in public isn’t limited to tech startups. Ben Francis, founder of Gymshark, has used this approach to grow a global fitness brand. From humble beginnings in his parents’ garage to scaling a billion-dollar business, Ben shares insights into Gymshark’s challenges and aspirations. His openness has created a loyal community of fitness enthusiasts who see themselves in the brand’s story.

The benefits of building in public

Building in public offers numerous advantages:

• Early feedback: Supporters and customers can offer valuable input on ideas, designs or strategies.
• Increased buy-in: When people see their feedback applied, they feel invested in the brand.
• Trust-building: Transparency strengthens customer relationships, encouraging loyalty and advocacy.
• Expert status: Consistent sharing positions founders as thought leaders in their space.
• Attracting talent and investors: Exposure brings opportunities for collaboration, investment and hiring.

It’s essentially becoming the influencer for your own brand – showcasing authenticity and building trust directly with your audience instead of hiring someone else to promote you.

How Wordcraft builds in public

At Wordcraft, we believe storytelling is at the heart of meaningful connections. That’s why I plan to build in public, sharing the milestones, lessons and even the missteps of this journey.

Whether it’s testing new ideas, refining services, or celebrating client successes, I want to share what’s possible when you back yourself. Maybe I’ll encourage you to embrace storytelling in your own business, or if you haven’t started one yet, maybe it will inspire you to take the leap.

Building in public is just the beginning

Storytelling is more than a strategy – it’s the foundation of connection and trust. By sharing your journey and involving your audience, you can transform how people perceive and engage with your brand.

Wordcraft is here to help you find the best way to connect with your audience. Whether that’s building in public, refining your brand narrative, or exploring new storytelling techniques, let’s craft a strategy that sets you apart, together.

About the author

With a decade of experience in marketing, Cass helps brands craft content that builds familiarity, credibility, and emotional pull – so when it’s time to buy, you’re already top of mind.

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