Stop Building in Secret

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All right this next episode gang is something that heck i'm i'm probably guilty of more than,
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anybody right so we're at episode 34 and
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we're gonna get keep it real and this one it might sting a little bit i mean
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sometimes they do but that's kind of the point is to say something where you're
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like shoot that's me so you can have that moment where you're like you know
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it's time to change and i'm somebody who's been there with this right so this
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is this is gonna be a topic that hits home with me. I've been there, done that.
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And it's this, you're building in secret.
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Think about it. Stop building in secret, really. That's going to be the title
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of this episode, probably stop building in secret. That seems to make sense.
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You know, you're building in secret. What I mean by that is this,
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you're working on the offer. You're tweaking your website.
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You're refining your program and what you deliver.
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You're getting everything just perfectly right before you tell anybody.
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Like you keep it all in. You're just doing it all. You're doing all the background
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work and nobody knows. And I get it.
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It feels like the responsible thing to do.
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It feels like the professional thing to do, not to half-ass it,
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right, with something that's not finished.
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It feels safer than putting something out there and having it be imperfect.
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And look, for me personally, I have that problem.
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I'm one of those people where I can look at something over and over and over again and.
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You know, just ride that, that perception of imperfection in my head to not release things.
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Honestly, it's why I made the entire fuck it switch challenge in my community.
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I don't shake a blay F the whole reason I built that challenge was a personal,
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it was a personal challenge to myself to get this done because I have so many ideas, man.
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And if I just did nothing but content production for the next year,
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I could be busy every single day.
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That's how much I've got written down. That's how much content I've created.
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That's how many pages of stuff that I've written.
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And we're not talking about AI stuff. We're talking about me writing it over decades now.
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Just content, just stuff, things I do with people.
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I do keep records of my conversations with folks and the main things I build,
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the structures I build, so I can have it for reference.
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Fed all that stuff into the old GPT there, into the old Claude.
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And man, oh man, it can turn itself into a manifesto.
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But look, here's what's really happening. You're hiding, right?
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And every day you stay in build mode and you're not putting something into the
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world, you're paying a price.
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And it's not just about missed revenue. I mean, yeah, you're missing revenue. That's part of it.
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But it's also misfeedback, missed momentum in the slow erosion of your own belief
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that it's actually going to work, right?
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The longer you delay something, I mean, think about all the times you may have
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paid out for a service or paid out for a tool that you never actually used it.
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Same kind of thing. And the market, it doesn't reward perfection.
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It rewards presence, consistent, visible, honest presence.
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If you're around all the time, you start getting seen. If you're around once
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in a blue moon and nobody has a freaking clue when it happens,
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guess what? Ain't nobody know that you're even here.
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You're working in the clouds. You're working your mist monster. Nobody knows you exist.
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And it's not the worst thing for some people. They have enough referral business.
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They don't care and they're happy with it. But for people that want to put themselves
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out there in the universe, you actually have to do it.
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That's a pain in the ass. I get it. I remember when I launched my first real
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program, I spent weeks polishing it.
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I spent three more weeks finding reasons, you know, not to announce it.
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Meanwhile, I got a, you know, a DM asking me, you know, if I had anything like that.
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They didn't care that it wasn't perfect. They were just asking,
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hey, do you have a course like this?
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Do you have a course that talks more about what you talked about here?
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And I'm like, yeah, kind of do, but it's not up yet.
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You know, that's kind of do, but, but yet, you know, and that's, that's a struggle.
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A lot of us happen to fall into where we, we want to do something.
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We have a passion for something, but then when it gets to the brass tacks and
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just putting it out there to the universe and letting people like it,
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hate it, or tell us to go fuck ourselves,
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we, we get afraid and we sit there and we turtle up and how fucking stupid is
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it to turtle up when all because you're afraid of what some random asshole on
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the internet's going to say, or some jerk off on LinkedIn that you don't know from a hole in the wall.
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And they requested you five years ago, but you see them being active on social
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media. So you're like, oh, if they don't like it, well, I'm screwed.
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Who cares? Fuck these people.
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Like build for you, build your universe for you, for who you want to help and
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how you want to help them. Don't build for them.
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So what you need to do is this. You need to understand that you don't need a
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perfect offer, a perfect website,
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a perfect solution to start the conversation. You need a real one.
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As long as what you're building is legit, that's all that matters.
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And here's today's move. And today we're in the execute side of it, of Rise.
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So we're fully on the other end of execute today. I want you to tell one person
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today what you've been building.
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Not to sell them. I just want you to say it out loud. So I've been doing a lot with Claude Code.
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Right i've been coding a tool using the
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agentic coding features that they have mixed with my own abilities and
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it's been let me tell you something that's a whole i could do 40 podcast
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episodes about that right now i've completely re-fallen
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in love with with technology and coding after pretty
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much 15 years or so just walking away from
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it entirely and wanting nothing to do with it mainly because
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i had a daughter that was born and i wanted to spend time around her
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and not late nights at the cli sitting there
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hacking away like a lunatic because i could get obsessed
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and i am again and it's you know it's a better time
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in life to be obsessed with this and with the technology around oh
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man it's a good but so look today execute tell the one person today what you're
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building one person don't sell them just say it out loud because once you say
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it out loud to another human being that stops being an idea and it becomes something
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real you now have to wonder If that person sees you again,
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if they're going to say, hey, Steve, how's Project X working out?
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Oh, well, it's still in my mind.
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Or, oh, yeah, it's live now. Here's a link.
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So that's what I wanted to tell you today. Stop building in secret.
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The world can't hire what they can't see.
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The world can't benefit from what they don't hear.
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And you can't reach people if they don't know that you're alive and if they
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don't know that you're out there.
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You have to put yourself out there to some degree, no matter how scary it is,
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just jumping with two feet.
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And today's riff of the episode is going to be this. The market doesn't reward perfection.
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It rewards presence. So let's get some presence going, people.
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Let's just everybody, you know, write it in the comments, write it on the blog,
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write it on social media, write it wherever you want.
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Put it out there. Let people know what you're doing. Take a picture of what
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you're doing. Take a picture of your desktop loading something. I don't care what it is.
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Do something where you're showing people and telling people what the hell it
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is that you're building in the background.
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Because if you don't tell us, nobody's going to know.
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Thanks so much, guys. That was it. Yeah, still haven't made a jingle for the
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end of these. Maybe I will.
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Maybe I won't. Maybe I'll just keep it real like this and say,
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this was another episode of Unfiltered and Unshakeable with yours truly,
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Steve Laitzman. Take it easy, guys.