Building in public (BIP) is a bold approach that challenges traditional business practices. Many companies still cling to outdated methods from 2012, where they develop products in secrecy, invest heavily in marketing, and aim for a single grand launch. This often leads to disappointment, as the initial excitement fades quickly and leaves them scrambling for the next big reveal. The author argues that this strategy is fundamentally flawed. Leaders frequently draw marketing inspiration from the wrong sources, trying to emulate Hollywood's blockbuster model for product releases. This mindset can be dangerous; it ignores the reality that such approaches are inconsistent and risky. You can only make a strong impression once, and if that launch fails to meet expectations, recovery can be difficult. Instead, the article advocates for transparency and ongoing engagement with the audience, which can foster trust and build a community around the product before it even launches.