The playbook starts with TestFlight, an app that allows startups to soft-launch their own products before publicly hitting the App Store. Until recently, TestFlight was mainly employed as a place for a company’s inner circle to test an app, give feedback, and share bugs. Due to its “invite-only” nature, however, TestFlight has recently become a pop... See more
The idea of being “in” is an economy in itself: streetwear drops, exclusive social clubs, and now, as we’ve seen, viral consumer social products, which we’ll be focusing on for this piece.
It has some psychological ground, too: according to Rene Girard’s mimetic theory, we tend to want things simply because other people want them. Human desire is not an autonomous process but a collective one — this is how we decide what we care about.
One of the most well-known leaders of the “building in public” phenomenon is Austen Allred, Founder & CEO of Lambda School. Allred largely built his company on Twitter, and those who followed him got to see him build Lambda in real time.