📈 Why Building in Public Attracts Clients

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The biggest mistake I see business owners make online:

Being afraid to post everything.

The stories. The numbers. The problems.

All of it.

“I don’t want people to steal my ideas.”

If that’s your excuse, stop it.

You don’t build authority by keeping secrets.

It’s built by showing up, sharing openly, and becoming the person people trust to figure it out in public.

Your transparency is your unfair advantage.

When people trust you, they buy from you.

That’s the power of building in public.

Let’s break down how to do it right:

1. Share the Journey, Not Just the Destination

Think about the last time someone posted a “big win.”

Cool…

But did it make you trust them more? Probably not.

Now think about someone who posted how they solved a tricky problem, or bounced back from a failed launch, or learned something mid-project.

That’s relatable. That’s valuable. That’s trust-building.

• Show what you’re working on this week (and why).

• Break down a decision you’re making inside your business.

• Share lessons from something that didn’t go perfectly.

And if you’re nervous to share, check out How to Get Over the Fear of Sharing Online.

2. Talk Through Your Thinking

People love insight into how founders think.

It’s one of the easiest ways to stand out.

Show you’re not just using someone else’s template, but actually building something thoughtfully.

• “Here’s what I’m testing…”

• “We almost did X, but decided on Y, here’s why.”

• “Here’s the process I used to fix [problem].”

You’re giving people a front-row seat to how you solve problems, which is exactly what they’ll want to pay for.

3. Make Content from Conversations

Half the gold you’re sitting on is in your Slack messages, emails, and client calls.

If one person asked it, 50 more are thinking it.

Use that.

• “A client asked me this yesterday…”

• “Here’s a question that came up during a sales call…”

• “I get this all the time, so let’s break it down.”

Real-time relevance = instant value.

This is what we’ve mastered at my content agency, FounderBrands.

If you’d like to buy back your time, we offer a done-for-you content package that only takes 1 hour per month of your time.

4. The Goal Isn’t Virality. It’s Trust.

Building in public doesn’t always get the most likes.

But it gets the right attention from the right people.

It makes you approachable.
It makes your offer relatable.

And it makes clients think, “This is the kind of person I want to work with.”

• Mix in a story post each week (behind-the-scenes, reflections, challenges).

• Keep your tone casual and clear. Write like you talk.

• Don’t over-edit. People connect with what’s raw and real.

The Takeaway

You don’t need to be the loudest voice online.

But if you show up consistently with real-world stories, you’ll build an audience.

Show the process.
Share the lessons.
Document the journey.

Because while others are trying to go viral, you’ll be the one building real relationships, and a real business, one honest post at a time.

Whenever you’re ready, there are 4 ways I can help you:

1. FounderBrands: Build your online identity. Become the authority figure in your industry.

2. Promote your business to 1,800+ subscribers by sponsoring my newsletter.

Cheers,

Collin Rutherford

PS. Get this kid a new Lunchable…