Is ‘Building in Public’ a Genius Move or a Disaster Waiting to Happen?
A reflection of 2024
Ah, the dawn of a new year! It seems only sensible to pause the frantic dash of life and take stock as I digest my Christmas food. First, a hearty “thank you” to everyone who supported me last year, I appreciate it.
The end of 2024 was, to put it mildly, a busy end of the year with so many unforeseen pressures from every direction. I‘ve not shared in ages and didn’t exactly know what is right to share at this point. Before getting into that I want to take you back about 15 years or so, there were two models presented for modern success —Apple and Google. Both are eerily like Dr Popp!
Apple, ever the mysterious master, only unveils their gleaming products to the applause of their fans. Google, on the other hand, flung out half-baked products with the motto: “Fail fast, fix later.” A professor of journalism, Jeff Jarvis, waxed lyrical in The Guardian about the genius of Google’s approach and how it should be applied to everything including journalism. At the time, I nodded along, this “Google approach” was the way of the future. But in hindsight, applying it to journalism was one of the daftest ideas of the era—not to mention a Pandora’s box for fake news and other digital skulduggery1.
The Google model may have duped me when it came to some industries. But when it came to my world, animation, I listened to the experts who clung to the old orthodoxy. The rule was clear: don’t put your idea online, just whisper it to broadcasters behind closed doors. Against the advice of the animation old guard, people were starting to build in public and were putting their ideas out there, gathering an audience. The game had changed, but I was still playing by the old rulebook, the updated memo had long since been sent out—but was lost in the post.
So late to the game, in 2024 I dipped my toes into the whole “building in public” malarkey, and let me tell you, it’s a bit weird. I’d much rather stay tucked in the shadows. I’m the odd sort of person who likes to get dressed before leaving the house, and this whole "let’s share everything as it happens" thing feels a bit like going to Lidl in your pyjamas, I know many do it and I respect that, but it’s not for me! But, I get it. Putting yourself out there, and showing the world your work in progress can create a real sense of momentum you can test and improve. But I can see how people are tempted to jump ahead and boldly proclaim what tomorrow holds. As for me? Well, I don’t know what tomorrow will bring, and frankly, I’d rather not be one of those rogues who promises the moon and ends up delivering a soggy biscuit. So, cautious optimism it is!
I thought, "What can I share right now?" Honestly, I’m still figuring out what’s professional to share, but I reckon this little tale is safe enough. After wrapping up my Kickstarter campaign I got invited to pitch Jazz Cow at an event in the States. On the second day, the animation crowd was ushered into a particular part of the room. “Ah,” I thought, “a cosy little chinwag around a table” Instead, we faced with the entire room. I looked around at my fellow animators, and I could instantly tell I was in the company of some serious heavyweights. “Right,” I thought, “this is clearly for the bigwigs. Best I blend into the scenery and preserve what little dignity I have left.”
But, no! The organiser pointed directly at me and said, “No, John, sit here!” And where was “here,” you ask? Right next to a very prominent industry pro, whose work I guarantee you have seen.
As the pitches began, each person presented their ideas with carefully prepared slides. My turn approached, and listening to everyone else’s polished presentations, I thought, “Yikes, I don’t have slides! I’ll have to wing it! Time to channel the spirit of Jazz Cow, improvise, and hope my good looks and British charm are enough to carry me through.”
So, I stood up and, to my utter astonishment, there on the screen were actual slides. Prepared slides! For Jazz Cow! The room was laughing, leaning in, and genuinely enjoying themselves. It went well and I have some good leads on the back of it.
Later, I discovered that the others were also put on the spot and had to roll with it just like I did. Guess I wasn’t the only one feeling I’d gone out with just my pyjamas on. It turns out, it was a pretty exciting moment and I got very positive about some of the leads that have come of the back of it.
Ad executive,
often talks about “increasing your surface area”—putting yourself out there so you can attract opportunities from the most unexpected places. And, I’ll be the first to admit it, that’s exactly what happened to me. After a year of doing podcasts, talks, meeting all sorts of fascinating people, and generally being dragged kicking and screaming in the street with my pyjamas on, I’ve found it easier to build an amazing team and that it's opened doors I didn’t even know existed.So, here’s to 2024 with its ups and downs! Looking forward to a year of more adventures and, who knows, perhaps a triumph or two. With a bit of cautious optimism, Jazz Cow will get off his starting blocks.
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See Ryan Holiday’s escapades with American Apparel, before he traded mischief for stoicism and a toga