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Build in public can be one of the best moves you make, and one of the most risky. Especially if you are building in Zurich or Switzerland, where trust, discretion, and compliance norms are different from the typical Silicon Valley playbook. In this video, I break down: What “build in public” really means (progress vs process vs product details) Why it can backfire in high-trust, regulation-adjacent environments 5 reasons it gets risky fast (and how to avoid the common traps) The alternative framework I follow in 2026: *Build in Public-ish* Practical dos and don’ts to grow an audience without leaking your edge or losing credibility If you are building in fintech, crypto, finance, or any industry where perception and discretion matter, this is for you. Question for you: do you build in public, build in private, or somewhere in between? Subscribe for more on building products, trust, and distribution from Zug/Zurich.