🌊 Deep Dive: Building in Public: What to Share, What to Protect, and How to Use Transparency as Strategy

Why I share salary cuts and mental breakdowns but not revenue numbers, how to decide what’s helpful vs. oversharing, and the framework that’s helped me build trust without making myself too vulnerable

In October 2023, when I went full-time on Mane Hook-Up, I made a deliberate decision: I was going to document the entire fundraising journey publicly.

I called it “240 Days to Raise” and committed to sharing exactly what it was like to try to close an investment round as a bootstrapped founder in the Black hair industry. The pitch meetings, the rejections, the feedback that didn’t make sense, the moments of hope, the crushing disappointments.

Spoiler: the fundraising failed. I didn’t close the round.

But I documented it anyway, because there’s endless talk about people raising money but almost no practical advice on how to actually get there. Most of it is surface-level; ”build relationships with investors,” “nail your pitch,” “show traction” - without giving people actionable steps they can actually take.

I wanted to show the real journey, not the highlight reel.

That newsletter evolved into what you’re reading now: Inside Small Giants. The focus shifted from fundraising to building a great business that chooses to stay small, but the core principle remained the same, share practical advice and real experiences that actually help people in the moment.

This approach to building in public has directly led to speaking opportunities, event features, partnerships, and a community that trusts me because I’m willing to be honest about the hard parts.

But it’s also gotten pushback. One investor told me directly they didn’t like how transparent I was being. I appreciated the feedback, but I’m more interested in helping my community than being picture-perfect for investors.

Here’s what I’ve learned about what to share, what to protect, and how to use transparency strategically without making yourself too vulnerable.

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The Decision Framework: Four Questions Before You Share

Before anything goes into a newsletter, I ask myself four questions:

1. Is this helpful?

2. Who is it helpful for?

3. Can they take meaningful action from what I’ve shared?

4. Have I overshared?

That’s it. That’s the entire framework.

If something doesn’t pass all four questions, it doesn’t get published. If I feel uncertain about whether to include something, I don’t include it.

Uncertainty is a signal.

Let me show you how this works in practice.

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What I Share (And Why It’s Strategic)

Financial Transparency: Impact, Not Details

I’ve shared that I’m making 60-70% of my previous salary while building Mane Hook-Up. I’ve shared that a £4,000 invoice went unpaid and created financial chaos. I’ve shared that my husband and I moved to reduce our living expenses by 60%.

What I haven’t shared: my exact revenue numbers, specific client rates, or detailed financial projections for Mane Hook-Up.

The decision framework in action

Knowing that you may take a 30-40% salary hit while building your business is helpful information. You don’t need to know my specific salary to calculate your own numbers and make informed decisions about whether you can afford to build a business.

Sharing that a significant invoice wasn’t paid highlights the gravity of the financial impact without me having to divulge specific private information. The lesson isn’t “this exact amount hurt me” - it’s “unpaid invoices can derail your entire cash flow, here’s how to protect yourself.”

The line between helpful transparency and giving competitors ammunition

I share impact and percentages because they’re relatable and actionable. I don’t share company financials or details of strategy that’s directly applicable to what we’re building.