Build in Public – Innovation With Storytelling Without Secrets

Build in Public – Innovation with an open heart instead of closed doors

Build in Public (#buildinpublic) is the opposite of developing innovations behind closed doors. A philosophy that manages to engage the target group at an early stage. If IKEA had been created with the #buildinpublic philosophy, it might have looked like this:

Build in public means sharing what happens behind the scenes. Ideas, plans, goals, progress, setbacks, initial sales and everything else that is classically “secret”. Including screens, prototypes, roadmaps, changelogs, code snippets and test data. That’s the philosophy. And all this for publicity, early followers and a better start in the market.

Innovation on the open brain: brain-computer interface on Kickstarter

Unlike IKEA, the founders of OpenBCI actually developed their innovation according to the Build in Public philosophy. On the Kickstarter platform. Because #buildinpublic is particularly well suited to crowdfunding platforms. Potential backers, future customers and fans are taken on board and are right in the middle of things instead of just on the brim. At regular intervals (daily/weekly updates) with open feedback loops (comments, issues, small experiments).

Rolls-Royce UltraFan – Transparency in the large engine program

UltraFan is a technology demonstrator with a focus on increasing efficiency. Rolls-Royce publicly dissected the progress in stages: Validation of individual modules (geared turbofan, composites, compressor), cold/hot tests, thrust benchmarks, test status updates.
Concrete Build in Public (BIP) elements:

• Milestone communication with test photos, cutting graphics, performance and weight key figures.
• Technical explanations: Why geared turbofan? How do blade geometry and materials affect specific consumption?
• Risk transparency: what is considered “demonstrator only” vs. “ready for use”; what dependencies exist with suppliers.
  Benefits: Visibility towards airlines, regulators, suppliers and tech talent – while managing expectations in a conservative, safety-dominated industry.

In the strict sense, UltraFan was not developed according to #buildinpublic. The approval processes were too complex, the content too selected and the formats too polished for that. Nevertheless, it is an example worth mentioning. And perhaps proof that not every philosophy has to be a perfect fit for every innovation. It just depends on what you want to achieve.

Storytelling is the most important driver for Build in Public

Build in Public is not about number crunching and fact sheets. No matter how substantial and quantitative the details. What counts is the story. The hero. The heroine’s journey. And the hunt for the happy ending under the sword of Damocles of failure. The reality TV of future developers, innovators and start-ups.

And the storyteller is known to be the most powerful person in the world. For all those who don’t see themselves as born storytellers, there is help. Storytelling Framworks. Whether Pixar, Storyboard or David Miller’s Story Brand. Communication is crucial for successful innovation and storytelling frameworks close the gap between the technology nerd and the spoiled target group. In B2B as well as in B2C. Only that it is even more necessary in B2B and the art of storytelling can actually be a distinction, where it has long been a commodity in B2C.

TOM SPIKE accompanies experts to the inspiring story

An understanding of complex issues and the courage to ask stupid questions. Again and again. These are two of the success factors in how TOM SPIKE helps industrial companies, innovators and tech nerds to find their way out of the jungle of technical details and into a good story. No matter whether #buildinpublic for the public, for target customers in the new market segment or for the internal company pitch to management and executives.