"I've decided to go into stealth mode."
Every week, I hear founders say this. They're building secretly. They're working quietly. They'll launch when it's "ready."
I understand the instinct. You don't want competitors to steal your idea. You don't want people to judge your unfinished work. You want to appear impressive when you launch.
But here's the truth: stealth mode is usually a mistake.
What Is Stealth Mode?
Stealth mode means building your startup in secret. You don't tell anyone what you're working on. You don't share progress. You don't get feedback until launch.
The promise: You'll have a polished launch. Competitors won't copy you. You'll control your narrative.
The reality: Often, you launch to crickets. No one cares. No one was waiting. No one knew you existed.
The Problem with Stealth Mode
Problem #1: You Build Without Feedback
For months (or years), you build in isolation. You think you're building something great. But you haven't shown anyone.
When you finally launch, you discover: nobody wants what you built.
All that time. All that work. Wasted.
Because you never learned what people actually wanted.
Problem #2: You Lose Momentum
Launch day is supposed to be exciting. But in stealth mode, you have no audience. No one is waiting. No one cares.
You miss the energy of early adopters. The feedback loop. The momentum that comes from sharing your journey.
Problem #3: You Create Unnecessary Mystery
Being "secretive" makes you seem suspicious. Why are you hiding? What are you hiding?
People are more likely to support transparent founders than mysterious ones.
Problem #4: You Miss Out on Early Supporters
If you'd shared your journey, you might have found:
- Early users who gave feedback
- Potential co-founders
- Investors who believed in you
- Brand advocates
But you kept it secret. So they found someone else to support.
Problem #5: The Competition Myth
"But they'll copy us!"
Here's the reality: your idea is not as unique as you think. And even if it were, ideas are cheap. Execution is hard.
Your competitors aren't waiting for you to launch so they can copy you. They're too busy building their own stuff.
What Stealth Mode Actually Protects Against
I'm not saying stealth mode is never useful. There are a few real cases:
Case #1: You're Infringing IP
If your startup relies on someone else's intellectual property, secrecy makes sense.
Case #2: You're In a Sensitive Market
If you're entering a market with litigious incumbents, secrecy might be wise.
Case #3: You're Hiring and Can't Announce
Sometimes you need to hire people before you can announce. A short stealth period makes sense.
But here's the key: these are exceptions. Not the rule.
The Alternative: Build in Public
Building in public means sharing your journey openly. What you're building. What you're learning. What you're struggling with.
Benefits of building in public:
Benefit #1: Feedback Loop
You learn what people want before you finish building. You can adjust. You can iterate. You can avoid building the wrong thing.
Benefit #2: Audience Building
You build an audience before you launch. When you finally launch, people already know you. They care. They want you to succeed.
Benefit #3: Accountability
Sharing your goals makes you more likely to achieve them. You have people watching. You have people who care.
Benefit #4: Transparency Wins
People trust transparent founders. They want to support people who are honest about their journey.
Benefit #5: You Find Your People
Building in public attracts like-minded people. Co-founders, users, investors, advocates. Your community finds you.
How to Build in Public
Step 1: Share Your Why
Why are you building this? What problem are you solving? What frustrates you about the current state?
People connect with stories. Share yours.
Step 2: Share Your Process
What are you building? How are you building it? What decisions are you making?
Don't share everything. But share enough to be interesting.
Step 3: Share Your Struggles
What are you struggling with? What have you learned? What mistakes have you made?
This is what makes content interesting. Raw honesty beats polished marketing.
Step 4: Share Your Progress
What have you accomplished? What milestones have you hit? What's next?
Celebrate progress. Even small wins.
Step 5: Engage with Your Audience
Reply to comments. Answer questions. Have conversations.
Building in public is a two-way street.
What to Share (and What Not to Share)
Share:
- Your mission and why it matters
- Your progress and milestones
- Your learnings and mistakes
- Your challenges and how you're solving them
- Behind-the-scenes glimpses
- Your team and culture
Don't Share:
- Confidential business details
- Trade secrets that actually matter
- Information that could harm users or customers
- Anything you're not comfortable being public
Founders Who Built in Public
Many successful founders built in public:
Pieter Levels built multiple successful products in public. He shared his progress on Twitter, blogged about his learnings, and attracted an audience.
Justin Kan streamed his startup journey on Twitch. He built in public, made mistakes in public, and learned in public.
Gumroad's Sahil Lavingia wrote about building Gumroad transparently. He shared revenue numbers, challenges, and lessons.
The pattern: they shared their journey, built an audience, and launched to people who cared.
The Stealth Mode Checklist
Before you go into stealth mode, ask yourself:
| Question | Your Answer |
|---|---|
Do I actually have IP to protect? | |
Am I using stealth mode to avoid feedback? | |
Would sharing help me build an audience? | |
What would I gain from being public? | |
What would I actually lose? |
If you're not protecting real IP, consider building in public instead.
The Bottom Line
Stealth mode is a security blanket. It feels safe. But it usually hurts more than it helps.
Building in public is scary. It's vulnerable. But it's also powerful.
You build an audience. You get feedback. You create momentum. You find your people.
The founders who succeed are not the ones who hide. They're the ones who share.
Be open. Be transparent. Build in public.
Ready to Build in Public?
At Startupbricks, we've helped founders share their journeys—and build audiences before they launch. Whether you need:
- Strategy for building in public
- Content that resonates
- Community building guidance
- Launch planning
Let's talk. We help founders go public—the right way.