Build in Public or Keep It Under Wraps? Embracing Transparency Without Sacrificing Advantage

Deciding how much of your work to share before it’s ready can feel like walking a tightrope. On one hand, openly discussing your progress and ideas can broaden your "luck surface" - referencing the concept that sharing your journey increases unexpected opportunities and connections. On the other hand, some projects demand secrecy. If the cost of copying is low and execution is straightforward, revealing too much too soon can hand your competitors a roadmap to replicate what you’ve spent months crafting.

Yet the truth remains: 99% of good ideas are cheap. Without the ability to execute, even brilliant concepts wither. This is why many entrepreneurs, creators, and innovators choose to "build in public." They invite the world to witness their projects’ growth, stumbling blocks, and triumphs. In doing so, they garner trust, form communities, attract collaborators, and, importantly, show confidence in their ability to deliver. Being transparent says "I believe in my skill, speed, and resilience, so I don’t fear copycats."

At CA, we embrace the power of building in public. Our coffee-related innovations, insights, and platforms aren’t just top-secret kernels of genius waiting for a theatrical reveal. Instead, we share our trajectory, gather feedback, and remain flexible enough to outpace anyone attempting to replicate us. This approach builds trust with our community and reflects an ethos that we’re not hoarding secrets - we’re earning trust and engagement in real time.

That said, discernment matters. If a particular initiative is easily cloned with minimal effort, revealing the nuts and bolts might be unwise until you’re close to launch. Striking this balance requires careful judgment. Know your landscape, understand which parts of your concept are easiest to duplicate, and selectively hold back those sensitive details. Meanwhile, feel free to discuss the journey, the principles guiding you, and the challenges you’re overcoming, because execution is where real value emerges.

By confidently building in public, CA fosters a culture of transparency, learning, and collaboration. When done thoughtfully, this approach doesn’t diminish competitive advantage - it enhances it by rallying support, attracting talent, and inspiring belief in both your vision and your capacity to turn that vision into reality.