The Genius Guide to Building in Public vs. Scheming in Silence

Want to sponsor Ordinary Genius? Got a topic you’d love to see covered? Hit reply. For everything else, find me here.

ICYMI, the game has changed…

So, Should You Build in Public or Move in Silence?

For years, “building in public” was the move. Share your journey, get feedback, attract an audience.

But how do we adapt in a time where things are easier to replicate, more people have an audience, and it seems like more and more people want to take advantage of opportunities?

I know… coming from me, this might sound wild. But silence is a strategy. The biggest wins? They happen when no one sees them coming. Some of the best ideas need time to breathe before they’re exposed to the world.

The real question: When do you share, and when do you keep things quiet?

When to Build in Public vs. Scheme in Silence

📢  Build in Public If…

1️⃣ You Need an Audience to Succeed

• If your business or brand relies on community engagement (like content creation, newsletters, or personal brands), transparency builds trust and momentum.

2️⃣ You’re Early & Need Validation

• Sharing in public can help you test ideas, gather feedback, and pivot quickly before you invest too much time or money.

3️⃣ Your Differentiator Is You

• If your personal story, unique insights, or transparency itself is part of what makes you stand out, then sharing openly is an advantage.

4️⃣ You Want to Attract Opportunities

• Visibility brings luck. The more people see your work, the more chances for collaboration, investment, or unexpected doors opening.

🤫 Scheme in Silence If…

1️⃣ You’re Working on Something with a Competitive Edge

• If your idea is truly innovative, sharing too early might invite copycats…or worse, someone with more resources executing it first.

2️⃣ You Don’t Want Outside Opinions to Water It Down

• Some ideas need space to develop before they’re exposed to public feedback. Otherwise, you risk diluting the vision before it’s even solid.

3️⃣ You Work Better Without External Pressure

• Building in public creates expectations. If you thrive under pressure, great. But if it slows you down, staying quiet lets you focus without the noise.

4️⃣ You Want to Drop a Bomb, Not a Bread Crumb

• There’s something powerful about not showing your hand until it’s fully played. Think of Apple…they don’t tease half-finished ideas; they unveil polished game-changers.

How to Validate an Idea Without Making It Public

If you’re scheming in silence, how do you make sure your idea isn’t a dud? Here’s how to test it without putting it on blast.

🧠 The ye old “Friedman Foreshadow”

• A term my co-founder so kindly coined for me. It’s when you start posting about something without implying you are building anything around it. Read comments. Gauge reactions. If a lot of people are saying “I’m struggling with this.” or “I wish this existed…” You might be onto something.

🧠 Talk to the right people, not the whole internet.

• Instead of tweeting your idea, have private conversations with people who can give valuable insight…potential customers, trusted mentors, or industry experts. In case anyone hasn’t told you recently… you probably aren’t talking to enough customers.

🧠 Pre-sell before you launch.

• Want to know if people will pay for it? Get commitments before you build. Pre-orders, waitlists, or even just direct asks can validate demand.

🧠 Build a prototype or MVP quietly.

• Instead of announcing your big vision, test a small version with a select group. Gather real user feedback before going public.

🧠 Spot market gaps.

• Are there overpriced, complex tools that you could simplify into a focused, easy-to-use solution? Or, is there a low-tech industry you know well that could be transformed with the right tech? Find the inefficiencies… then build for those people.

Case Study: How Apple Masters the Art of Silence

Apple is a perfect example of scheming in silence.

• They don’t announce half-finished ideas. They build in secret, perfecting every detail before unveiling their next move.

• No leaks, no distractions…just a fully-formed product that dominates the market.

• This approach creates hype, intrigue, and industry-shifting moments.

Imagine if they live-tweeted every prototype failure. Would the iPhone have had the same impact? Exactly.

Genius Takeaways

• Build in public if you need an audience, feedback, or visibility.

• Move in silence if your idea is fragile, competitive, or better as a surprise.

• You don’t need to announce everything… test privately before you go public.

• The best strategy? A mix of both. Share when it serves you, stay quiet when it doesn’t.

Which approach do you lean toward… building in public or scheming in silence? Hit reply and tell me —which side are you on? I read every response.

And if you found this helpful, share it with someone who’s plotting their next big move.

Also, a quick thank you…seriously.

The fact that you take the time to read this means a lot. I don’t take it for granted. Whether you’re here to learn, challenge your thinking, or just get a fresh perspective, I appreciate you being part of this.

Until next time,
Your Pal Al (or @heyalexfriedman on the internet)

P.S. If you are looking for part-time roles while you build your thing, subscribe to our sister newsletter FounderGigs!