What does it mean to build a business in public? Should you share business decisions in real-time and admit to your mistakes publicly? Is there value to involving your audience in the creative process? When Becky Okell and Huw Thomas first started dating, Becky stole one of Huw’s one-of-a-kind vintage jackets. The pair decided to remake that jacket and started sharing the whole journey on Instagram. This led to them founding Paynter Jacket Co. Their limited-edition jackets are only available four times per year and sell out in minutes, so their online store has only ever been open for 95 minutes.

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