Introduction: The Regret of Not Publishing Sooner

If there’s one lesson I wish I could pass to every founder, it’s this: I should have started publishing sooner. In the early days, content felt like an afterthought—something to tinker with once we had real momentum, a “bonus” project for someday down the road. My focus was all on building, launching, fixing what broke. Everything else just had to wait. Looking back, that mindset quietly cost me: missed connections, lost learning moments, and the chance to build an audience that could’ve made everything downstream easier.

I can’t overstate how much the build in public approach can shift your journey. When you share your progress and lessons as you go, it isn’t just about documenting your path; you open yourself up to feedback and support that simply doesn’t show up in silence. Every update becomes a door—sometimes a conversation-starter, sometimes a reality check, but always a chance to grow.

And I know I’m not alone here. Most founders I talk to misunderstood publishing at first—just like I did. We all assume our product will speak for itself. We tell ourselves we’ll “do marketing” when we’re further along. Or we worry that sharing our perspective is just another distraction from the “real” work. But in hindsight, those beliefs don’t just slow us down—they work directly against us. They keep us in the dark when we could be out building real relationships and gathering the insights we desperately need.

Lessons Learned from Early Content Mistakes

Content without a point of view is just noise.

It’s tempting to hack relevance by curating or reposting what others have already said. But curation alone doesn’t reveal your values, your expertise, or your vision. At best, it’s an expensive way to stay invisible.

And if you’re worried about making mistakes in public? You’re not alone—I’ve wrestled with that anxiety more than once. It’s so easy to believe that one awkward or imperfect post will somehow tank your credibility for good. But in truth, fearing mistakes just slows down your learning curve. Speed matters here—the faster you learn (and unlearn), the quicker you get to real traction. Give yourself permission to misstep publicly; those “mistakes” are often where the best lessons live.

The Importance of Early Content: Signaling and Connection

Let me pause here—because this is where most founders stumble. Silence isn’t neutral; it’s a void. If you’re not sharing your story—even if it feels messy or unfinished—you’re not giving potential supporters anything to latch onto. Today’s buyers and partners are overwhelmed by choices but starving for genuine insight. When they see a company or founder with no digital footprint or narrative? They move on without a second thought.

Publishing early—even before you feel remotely ready—gives people something to respond to. It signals intent, transparency, and a willingness to engage openly. You don’t need perfect polish; you just need to show up and let people see your thinking evolve. Every post is an act of trust-building—a breadcrumb for those quietly watching from the sidelines.

Take Buffer as an example—a social media management company that started sharing their journey (and even their company metrics!) right out in the open. That radical transparency drew in a loyal audience and brought them opportunities they never could’ve found behind closed doors.

The data is clear on this: By the time a buyer actually reaches out, they’ve already formed strong opinions based on what they find online—a trend highlighted by recent B2B buying behavior statistics. If you wait until launch day—or until everything feels ready—you may be too late to influence those decisions at all.

For founders who want to play the long game, early publishing isn’t just about marketing—it’s an investment in future opportunities.

Making your work visible is more than self-promotion; it’s about building credibility and ensuring your impact is recognized by those who matter most.

Case Study: SendOwl’s Early Content Advantage

There’s another example that really stuck with me: SendOwl—a platform for selling digital products—leaned into content marketing and SEO from day one. Their messaging wasn’t flawless and their team was small, but they started anyway. By focusing on real questions their audience faced and sharing educational resources early on, they built an audience who trusted them long before anyone was ready to buy—an approach often spotlighted in SaaS growth case studies.

This is where things really shift: Educational content has true power. When you focus on what your audience genuinely needs or struggles with, you become more than another product—you start earning the role of trusted advisor. And when those prospects are finally ready to buy? You’re already top of mind.

The real win here isn’t one big post; it’s how these efforts compound over time. Trust builds in business just like interest does in a savings account—the more honest communication you invest with your audience, the greater your returns.

Learn more about how compounding works within your business. Each authentic post is another deposit toward future growth.

If you’re still hesitating because you’re worried about perfection or standing out in a crowded market, remember: creating with authenticity beats chasing formulas. Letting your genuine perspective shine will resonate far more than any borrowed trend ever could.

Overcoming the Founder’s Dilemma: Product vs. Publishing

Most founders—myself included—have felt that tug-of-war between building the product and telling its story. It’s tempting to believe a great product will sell itself. But even the best products can’t speak for themselves; someone has to be willing to tell their story.

Here’s where many founders get stuck: “We’ll start sharing after we launch.” But launch day isn’t a finish line; it’s just the beginning. If you’ve ignored audience-building until then, launch day can feel unsettlingly quiet.

One framework that’s helped me break this cycle is ‘Build-Measure-Learn-Share’:

• Build: Focus on creating something valuable.
• Measure: See how people use it (and what doesn’t work).
• Learn: Adjust based on real feedback—not just assumptions.
• Share: Tell people what you’re doing and why it matters.

Bringing publishing into your product loop gives you richer feedback and faster audience growth at every step.

Content isn’t a distraction from building; it’s actually a catalyst for both discovery and better products. Sharing along the way gives people context for your eventual launch—and builds relationships with those who will care most about your progress. The odds of someone stumbling onto your product cold are slim; laying groundwork through consistent storytelling gives you a fighting chance.

Here’s something that hits home every time I see it: almost 90% of global B2B buyers reported stalled purchase processes in 2023 because they couldn’t find enough clear information—a reality underscored by Forrester’s 2023 B2B buyers journey report.

Early content might be exactly what pushes someone past indecision—just by showing them who you are and why you care.

If you’re not sure where to start with this balance—or feel overwhelmed at the idea of sharing before you’re “ready”—consider overcoming fear of sharing as one of your first milestones. Building that confidence can transform both your mindset and your results.

Letting AI Accelerate Your Content Journey

Here’s some good news—it’s never been easier to start publishing than it is right now. AI-driven tools mean founders don’t have to stare at blank pages or spend hours agonizing over every word. AI can help surface insights from your experience, outline posts based on messy ideas, and even suggest angles you might have missed.

I see more founders using AI as creative partners—not replacements for their own voice. When human intuition meets AI speed, you get authentic content at a pace that just wasn’t possible before.

If time or resources are tight (and let’s be honest—they usually are), this can be transformative. Instead of putting off content because it feels overwhelming, let AI take some of the heavy lifting—without sacrificing your unique perspective or relevance.

Don’t get trapped chasing perfection or waiting for inspiration to strike. Publishing today is about building momentum—even if things feel rough at first. With AI as an ally, there are fewer reasons than ever not to share your story.

To get started while preserving what makes your perspective unique, explore how to use AI for content creation without losing your authentic voice.

Conclusion: Start Publishing Sooner—Let Your Story Compound

Looking back, my biggest regret isn’t making mistakes with early content—it’s waiting so long to make any attempt at all. If I’d started sooner, we would have built trust faster, unlocked more opportunities, and learned directly from our audience much earlier in the process.

Sharing your journey—even if it’s rough around the edges—sends powerful signals to everyone watching: customers, partners, future hires. Each piece of content is a building block that compounds over time, turning small efforts into lasting impact.

Think of your content like planting a garden: Every post is a seed. Some sprout quickly; others take longer—but with consistent care, your garden will flourish into something far greater than any single plant could achieve alone.

If you’re waiting for the “right moment” or hoping your product will speak for itself—don’t. Embrace imperfection and let your story unfold publicly from day one. Whether you use AI tools or raw reflections matters less than simply getting started now.

I’ve seen firsthand how posting regularly—even if each update feels small—adds up over time on platforms like LinkedIn. One post might earn you a single new follower today; six months later, it could be the catalyst for landing that one big contract or partnership you didn’t even see coming.

Ultimately, sharing your story is as important as building your product itself. By choosing to publish sooner, you honor both your own growth and your audience’s curiosity—inviting them to grow alongside you. The best time to start was yesterday; the next best time is now.