Definition
Build in public
Sharing your business progress openly as you go.
From the episode “What it do!? The Jujitsu Secret That Scales Companies Without Force”How founders on the podcast use it
A founder or operator strategy of transparently sharing revenue numbers, growth playbooks, product failures, and business process as a content and community strategy. Builds trust and creates organic distribution. Carries a significant emotional cost — public scrutiny, detractors, and trolls — that must be factored into the decision. Adam Robinson of RB2B is cited as a practitioner; Andy Seth studied the approach and chose to fight bureaucracy (systemic) rather than individuals (personal) as his public positioning instead.
He Built a $1M SaaS AloneHear it on the podcast2 episodes
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BacklinksLinks from other websites pointing to yours. The primary currency of SEO credibility. Earned through PR, podcasts, press releases, and industry media — not purchased in bulk.Booking LinkA calendar link — Calendly being the canonical example — that lets others self-schedule a meeting based on shared availability. Will argues this approach is commoditized and inferior to assistant-style scheduling.Brand memoryThe accumulated context of a brand's decisions. Usually stored in people's heads, which is why it disappears during turnover.Broad targetingLetting Meta's algorithm find the audience instead of hand-defining a narrow one. Now the platform default.Building in PublicA founder and startup growth strategy in which a company shares its product development, business metrics, strategic thinking, and operational learnings openly - typically on social platforms like LinkedIn, X (formerly Twitter), or in public forums. The strategy serves multiple purposes simultaneously: it builds brand recognition ahead of the sales cycle, creates community around the founder's perspective, generates inbound leads from buyers who self-select based on resonance with the shared thinking, and establishes the founder as an authoritative voice in their category. Dan Bladen credits Kadence's LinkedIn presence with enabling enterprise deals that would have been inaccessible through cold outreach - including replacing a 10-year competitor in nine weeks after the buyer had been following Kadence's content.CAC (customer acquisition cost)Customer acquisition cost, what you spend to win one customer.CaptureThe business development process of pursuing a specific government opportunity from identification through proposal submission.CarouselA multi-slide social post that walks through an idea slide by slide.