Craig Allen

For years, I’ve noticed there are really two main schools of thought when it comes to announcing what you’re working on. Some people or companies prefer to keep everything tightly under wraps until the very end. They work in silence until the thing is finished, polished, and ready for the world to see. Then, they release it with a big splash—a major announcement, carefully crafted marketing materials, maybe even a little surprise factor.

That approach can work well. It’s exciting, clean, and controlled. There’s value in a well-timed reveal. But I’ve always found myself drawn to the opposite approach.

I like talking about what I’m building while I’m building it.

Not because I need external validation or want to ruin the surprise, but because I think there’s something powerful about letting people see the process unfold in real time. It builds connection. It invites people into the story. And for me, it makes the entire creative journey more meaningful.

The Debate: Does Talking About It Help or Hurt?

There’s an interesting psychological argument around this idea. Some people say that when you talk about your goals or projects before you’ve finished them, your brain experiences a sense of satisfaction that’s almost identical to actually doing the work.

For example, if you tell someone, “I’m going to start a new fitness routine” or “I’m going to write a book,” your brain rewards you with the same little hit of dopamine you’d get from actually making progress. The theory is that once you’ve had that little reward, you lose some motivation to follow through.

It’s an intriguing idea.

But for me, it works differently. When I share what I’m planning to do, it doesn’t take away my motivation—it increases it. Saying it out loud makes it real. It adds accountability. Now there are people who know what I’m working on, and that adds a sense of responsibility to actually deliver.

Some people don’t like that kind of pressure, and that’s totally valid. But for me, that accountability keeps me focused. It keeps me from quietly abandoning ideas that matter.

Why I Prefer to Share as I Go

When you share something you’re working on before it’s finished, you create a sense of anticipation and collaboration. It’s not about spoiling the surprise; it’s about building a story that others can be part of.

I’ve always loved being able to see behind the curtain. When someone I follow online shares little snippets of their process—their challenges, their progress, their excitement—it draws me in. It makes me care about what they’re building. By the time the finished product arrives, I already feel emotionally invested.

That’s what I want for the people who follow my work. I want them to feel like they’ve been part of the journey, not just handed a final product.

There’s a real joy in seeing something grow from an idea to reality, and I think storytelling is the perfect vehicle for that.

The Storytelling Advantage

Storytelling isn’t just a marketing tactic; it’s how humans connect. It’s how we make sense of what we do.

When you share your process in real time, you’re giving people more than an update—you’re inviting them into a story that unfolds over time. The wins and setbacks, the decisions, the pivots—all of it becomes part of the narrative.

When you finally reach the finish line, the people who have followed along don’t just see the product. They see the process, and that makes the outcome far more meaningful.

It’s not just about marketing a thing; it’s about sharing a journey.

The Old Way vs. The New Way

As a musician, I’ve seen this shift firsthand.

Not too long ago, the music industry was built around mystery. Bands would disappear for months or even years to record an album. You’d have no idea what they were working on until the record was finished. Then suddenly, a single would drop, and the press machine would start rolling.

There was a sense of magic in that. Artists were seen almost as untouchable geniuses who created behind closed doors.

But with social media, that model began to change. Artists started sharing snippets of unfinished songs, showing fans their recording sessions, and documenting their creative process. Suddenly, listeners could watch their favorite musicians build the thing they loved.

The result? A deeper connection between artist and audience.

When a single drops now, fans remember the rough demo that first appeared on Instagram months ago. They remember the story behind it—the late-night recording sessions, the frustration, the breakthrough moments. That shared experience makes the final release more powerful.

That’s what “building in public” can do for any creative project, not just music.

Transparency Builds Trust

For creators, entrepreneurs, and small businesses, sharing your process is one of the most effective ways to build trust.

When you show the work that goes into what you create, you’re not just telling people you’re passionate—you’re proving it.

People can tell when something is authentic. They can tell when you care about the details and the craft. And when they feel that, they’re much more likely to root for you, support you, and share what you’re doing.

In a world where we’re constantly being marketed to, transparency is refreshing. It’s a reminder that real people are behind the things we buy, listen to, and support.

Avoiding the Hype Trap

There’s one kind of pre-announcement that never feels right to me—the kind where a company teases an announcement without saying what it is. You know the ones: “Big news coming soon!” or “Something exciting is happening Friday!”

Personally, I find that kind of marketing frustrating.

It’s asking people to get excited about nothing. You’re being asked to hype up an event without knowing whether it’s even something you care about.

To me, that approach feels empty. Instead, I’d rather be open about what’s happening, even if it’s not perfect yet.

That honesty goes a lot further than mystery ever could.

The Balance Between Sharing and Oversharing

Of course, not every detail needs to be public. You don’t have to document every single step. The goal isn’t to expose your entire creative process—it’s to invite people in where it makes sense.

Sharing selectively keeps the story engaging. It gives people something to look forward to without overwhelming them with noise.

There’s a rhythm to storytelling: a flow between sharing, creating, and reflecting. Finding that rhythm takes time, but once you do, it becomes a natural part of how you work.

Creating a Community, Not Just an Audience

One of the things I’m most excited about right now is building a new creative community. Over the last few years, I’ve seen how powerful online communities can be.

I help moderate a Discord server focused on ambient music, and it’s been one of the most rewarding experiences of my life. It’s full of talented, supportive people who share resources, give feedback, and lift each other up.

That experience made me realize something important: I don’t just want followers. I want to create community.

An audience listens, but a community participates.

The kind of space I want to build; one where people can share their stories, their projects, and their struggles. A place where you can learn from others, give feedback, and grow together.

That’s the future I’m working toward—not just broadcasting content, but creating spaces for genuine connection.

Playing the Long Game

Building trust and community takes time. There’s no shortcut for authenticity.

In a world of viral trends and short attention spans, it can be tempting to chase the quick wins. But the things that last—strong relationships, meaningful work, sustainable creativity—those are built slowly.

When you build in public, you’re not just working on your project. You’re building a foundation of trust with the people who follow you.

That trust is what carries you through the ups and downs of the creative journey.

The Power of Shared Stories

Music taught me that storytelling connects us in ways data never can.

A song can make you feel less alone. It can celebrate joy, help you process grief, or remind you that someone else has walked the same road. That same power exists in every form of storytelling.

When we share our stories—whether through music, design, business, or words—we give people something to connect with. Something to hold onto.

That’s what I want—to help people tell authentic stories that resonate. Not stories designed to trick people into buying, but stories that inspire trust, empathy, and connection.

Why Building in Public Matters

The world doesn’t need more perfect launches. It needs more honest journeys.

When you build in public, you give people permission to do the same. You show them that it’s okay to be in process, to be figuring things out, to not have all the answers.

And when you finally release that finished project, the people who have been cheering you on from the beginning will celebrate with you. They’ll feel like they helped you cross the finish line.

That kind of connection can’t be manufactured. It’s earned through honesty, vulnerability, and consistency.

The Next Step

That’s what I want to create—a community of people who believe in storytelling, connection, and authenticity.

If that resonates with you, I’d love for you to be part of it. Join the conversation, share your story, and connect with others who are building something meaningful.

We’ll celebrate the wins, learn from the struggles, and keep creating together.

Because at the end of the day, building in public isn’t about attention. It’s about belonging.