For some people, results are all that matter. For Frank and Jacques Greeff, the brothers behind a $180 million business exit, the real satisfaction lies in the process: the messy, imperfect, day-to-day effort that builds something new from scratch.
When they decided to launch their next venture, Kinso, they did so in full public view, not behind closed doors. Their weekly YouTube podcast series, "Build in Public," under Founders Table, as well as Kinso's Instagram and TikTok accounts, candidly and often entertainingly document their startup's evolution in real time. Four months in, the show generates 12 million monthly impressions and a waitlist of over 11,000 for its new product, all before a single paid advertisement has been aired.
Opening the Curtain on the Building Process
The premise of "Build in Public" is straightforward. Each episode invites the audience behind the scenes as the founders and their small team refine ideas for Kinso, an artificial intelligence (AI) brain and universal inbox designed to help operators, founders, and executives gain clarity across disjointed communications.
The series spans the full arc of building Kinso: early ideation and sharpening the "why," long-form brainstorming sessions that test assumptions, prototype reviews that expose what works and what doesn't, and investor calls shown in their rawest form.
The videos are crafted with full-production polish, tight editing, purposeful pacing, and a consistent visual language, ensuring the storytelling remains engaging and reflects the brand's identity of innovation.
The brotherly chemistry holds it together. Their unique blend of wisdom, candor, and sibling wit brings an authenticity and showcases the rollercoaster story of second-time founders starting again. Instead of glossy post-launch narratives, the content shows what it's actually like to build a company from zero and how founders begin after a major exit.
According to the founders, they didn't want to wait for the perfect launch moment. Instead, they wanted people to see the process, including the false starts, pivots, and late-night whiteboards, because that's where the truth of building actually lies.
With this, viewers feel part of the journey because every build decision, doubt, and milestone unfolds in plain sight. This sense of inclusion is especially evident in a recent episode chronicling the brothers' candid experience raising capital for Kinso. The camera follows Frank and Jacques through every stage, from behind-the-scenes strategy sessions and last-minute presentation tweaks to the high-pressure pitch meeting and the rollercoaster of initial feedback and rejections.
Authenticity as Marketing Advantage
The Greeffs' build-in-public approach has redefined how tech founders can compress go-to-market timelines through storytelling. Instead of pouring resources into advertising, they've turned the act of building into marketing itself. Each episode serves as both a narrative and a recruitment tool, a way to simultaneously engage investors, inspire potential hires, and educate customers.
With each posted video, viewers get a window into Kinso's evolution and, by extension, a masterclass in startup storytelling. To extend its impact, the Greeff brothers' media team repurposes longer episodes into short, platform-specific snippets: TikToks with motivational micro-moments, LinkedIn threads summarizing product lessons, and behind-the-scenes clips tailored for newsletter subscribers.
Introducing Kinso's Social Media Team
The Kinso social media team knows how to keep things fun while building hype for their $100 million app. Led by Tahlia, Lulu, and Braith, their daily videos deliver a steady stream of office humor, including point-of-view (POV) skits, playful reenactments of everyday work struggles, and plenty of behind-the-scenes moments that turn the company's journey into binge-worthy content.
These skits aren't just for laughs; they offer a window into the team's personality, making viewers feel like insiders and not just spectators. Their crew committed to a playful strategy: post every single day until the app launches and reaches the $100 million mark.
Persistence paid off, but not quite how they first expected. Street interviews and daily posts built momentum, but the real surge came when the team revealed Kinso's app prototype. The comment section exploded with curiosity, and suddenly, the waitlist shot up, proof that showing the product in action trumped even the catchiest street content.
Through it all, what makes their feed interesting is a blend of grit, creativity, and actual office chemistry. Whether running deep in brainstorming or just messing around, Kinso's social crew turns every day's execution into a reason to watch (and join) their growing community of 10,000+ waitlisters.
Founders as the New Media Powerhouses
The success of "Week 1 of Building a Billion-Dollar Company" demonstrates a shift in how entrepreneurship is being documented and consumed. In an age of algorithmic feeds and fleeting trends, the Greeff brothers' content prioritizes transparency and learning. What viewers love is not just seeing Kinso take shape. They know that ambition, failure, humor, and persistence remain the true raw materials of innovation.
Frank, Jacques, and Kinso's whole team have chosen to live their build in public, and in doing so, they've turned transparency itself into their most powerful marketing engine.
For them, the most powerful currency in business isn't attention; it's trust. And if they are going to build a billion-dollar company, they want to show people every brick along the way. That way, it's not just their story; it's the stories of their viewers too.
Watch the full episodes of "Build in Public" through Founders Table's YouTube account.
