Building In Public is scary. Do it anyway.
BIP is the way.
Most companies still operate like it’s 2012: hide everything, build in silence, save it all for one glossy launch, blow a ridiculous amount of money, expect a lasting lift… then watch it all vanish in days and start anxiously waiting for the next “launch.”
It happens because company leaders take marketing inspiration from all the wrong places.
They want to be Hollywood, trying to turn product releases into blockbuster-level brand moments. But they forget how inconsistent and risky this approach is - you only get one shot!
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