What should you post about when you build in public?

Build in public tip that actually helped me:

Don't post "day 47 of grinding."

Post one decision you made, why you made it, and what you're unsure about.

People reply to uncertainty more than flex.

What's one decision you're sitting on this week?

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Most business owners don’t need more content ideas.

They need more proof.

This year I’ve generated millions of views, sold a bunch of stuff, built 2 micro-SaaS products and run 1,300+ km.

Almost everything I post comes from 4 places:

1/ Marketing
2/ Sales
3/ Build
4/ Life

Each one gives me receipts.

Graphs.
Transactions.
Features.
Runs.

And that’s the bit I think matters:

Your content shouldn’t be separate from your work.

It should be evidence of it.

Find the 3-4 parts of your business or life that keep producing proof, stories or lessons.

Then document those.

You don’t need more ideas.

You need more receipts.

exist → document.

♥ 2 · the post on X

I used to think I needed to “create content.”

Now I think I need to document what’s already happening.

A user asks a question → content.

A user finds a bug → content.

I launch a feature → content.

Someone uses the product differently → content.

I learn something → content.

A failed experiment → content.

Your startup is already generating stories.

You just need to start documenting them.

That’s one of the simplest founder-led growth
loops I’ve found.

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You don't need to become more interesting to build a personal brand.

You need to start paying attention to what has already happened to you.

The customer conversation that changed your mind.

The product you almost built but killed.

The hire you got wrong.

The decision you made with incomplete information.

The mistake that cost you three months.

The assumption you had about your market that turned out to be completely wrong.

Those aren't just experiences.

They're content.

But most founders make one mistake:

They tell the story without extracting the thinking.

“We launched a feature and it failed.”

Interesting.

But not enough.

Try:
“We launched a feature nobody used.

The obvious lesson was that we built the wrong thing.

The real lesson was more uncomfortable:
We had asked customers what they wanted instead of understanding what problem they were actually trying to solve.

That changed how we build.”

Now you have:
Story → Tension → Insight → Point of view

That's founder content people can remember.

Here's a simple test for any story:
- Did something change?
- Was there a decision?
- Was something at stake?
- Did you learn something?
- Does it reveal how you think?

If you can answer yes to even 3–4 of these, you probably have a post hiding inside the story.

I've put 15 founder story prompts like these into my free Founder Personal Brand Playbook, along with frameworks for turning them into posts without making them sound manufactured.

Because your personal brand shouldn't be built from random content ideas.

It should be built from your actual experience.

Comment “STORY” and I'll send you the free Playbook.

♥ 6 · the post on X

Keep five emergency post starters: a customer question, a small win, a common mistake, a useful tool and an unpopular opinion. Blank-page days become much less dramatic.

♥ 3 · the post on X

After 14 years building websites, I've learned content falls into three buckets.

Value:
> Teach what you know
> Builds credibility over time

Personal:
> Share the journey, the wins, the failures
> People follow people

Proof:
> Show what you've shipped
> Let results do the talking

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nothing to post for your business today? steal one of these:
1. a question a customer asked you this week
2. something going on behind the scenes
3. a mistake you fixed
4. a before and after
5. why you started
what's #6?

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I've been following a few builders who are growing rapidly on X and tried to reverse-engineer what they're doing differently.

One thing is common:

A lot of their content comes directly from what they're building or experimenting, lessons, failures, small wins, and things they discover along the way.

They never hesitant to share their failures with wider audience which is not common for everyone. They spend a lot of time talking to people, replying, building relationships, and becoming part of the conversations around them.

Their real growth strategy isn't about finding the perfect content formula either in their product or in their content. It's about building in public and being part of the community while you do it.

What have you noticed that most people get wrong about X growth?

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