Building in public is way scarier than I first thought.

I thought building in public would be uncomfortable.

I didn’t realize it would feel like standing naked in the middle of the street.

The moment it really hit me was when my team said they wanted to restart the podcast, but this time go full bore. Not casual. Not safe. Not “let’s see how it goes.”

Full send.

And then there was a guy following me around with a camera.

Not filming me directing.
Not filming me behind a lens.
Not filming me building something for a client.

Just filming me being me.

That’s when it got real.

I couldn’t hide behind my photography.
I couldn’t hide behind a beautifully lit interview.
I couldn’t hide behind client work or polished creative.

It was just me.

And that’s terrifying.

There’s Nowhere to Hide

When you build for clients, you’re the guide.
You’re shaping someone else’s story.
You’re crafting their message.

But when you build in public, you are the message.

That’s a different level of exposure.

There’s no “fix it in post.”
No hiding behind production value.
No controlling the narrative from a safe distance.

Just you, in real time, figuring it out.

And I’ll be honest, that’s way scarier than I expected.

But Discomfort Is the Point

Here’s what I’ve learned in life.

The best things almost always sit on the other side of discomfort.

There is no change without discomfort.

So when that fear hit, I didn’t think, “Maybe I should stop.”

I thought, “Good. This means we’re onto something.”

In our studio, we always say, trust the process.

So I forced myself to lean into it.
Let my guys do what they do best.
Tell the story.
Capture the moments.
Show the messy middle.

And just trust that something good would come from it.

The Reward I Didn’t Expect

What surprised me most wasn’t the fear.

It was how rewarding it felt to see something built just for me.

We build a lot for clients.
Websites. Campaigns. Films. Identities.

And I love that work.

But Amplified is different.

It’s not for a brief.
It’s not for a boardroom.
It’s not for a KPI.

It’s for me. And my team. And the conversations I genuinely want to have.

Seeing it out in the world felt powerful in a way I didn’t expect.

For once, I wasn’t building someone else’s spotlight.

I was stepping into my own.

It’s Never As Many Eyes As You Think

If you’re on the fence about building in public, here’s the truth.

It feels like everyone is watching.

They’re not.

We’re not talking hundreds of thousands of people.
We’re talking maybe a hundred.

And yes, that can feel scary.

But it’s also the perfect time to start.

Make your mistakes now.
Figure out your voice now.
Be awkward now.

Because later, when more people are watching, you’ll be glad you did.

Relinquish the worry.
Let go of the imaginary critics.
Let the chips land where they land.

Just be who you are in public.

That’s enough.

Why Amplified Matters

Amplified is simple.

It’s about interesting conversations.

Not just with famous people.
Not just with big names.

But with people who have done interesting things.
People with fascinating perspectives.
A new dad. An entrepreneur. A musician.

A good story is a good story.

I’ve met so many people throughout my creative career who deserve a mini spotlight. So that’s what Amplified is.

A small documentary-style moment.
A conversation about what makes someone tick.
Why they love life.
Why they do what they do.

If I can have a thousand interesting conversations in my lifetime and share even a fraction of them, that feels like a life well spent.

Building in public is uncomfortable.

It strips you down.
It removes your armor.
It forces you to show up as yourself.

But maybe that’s the whole point.

If you’re thinking about starting, start.

Not when it’s perfect.
Not when you feel ready.
Not when you think no one will judge you.

Start while it’s messy.
Start while it’s scary.

Because the scariest things often become the most meaningful.

And that’s worth it.