Every founder gets the same advice in 2026. Post video. Show your face. Talk to the camera like it's a friend, not an audience. I've read that advice for months, nodded along every time, and still haven't posted a single video for INIDETO Wash.
It's not that I don't know how. I have a phone, a story worth telling, five washers, and a website I've rebuilt more times than I can count. What I don't have is the nerve to hit record and talk about my own business to strangers on the internet. I'll say that plainly here, because pretending otherwise on a blog about building this thing honestly would defeat the point.
The part nobody warns you about
I've stood in front of rooms before. Public speaking, student union work, panels back in my IR days, none of that ever rattled me the way a phone camera pointed at my own face does. A room gives you something back. You read it, you adjust, and when the talk ends, it ends. A video doesn't end. It sits there, searchable, judged by people you'll never meet and can't read in real time. That difference is bigger than it sounds, and it's the actual reason, not laziness, not a lack of ideas, that the camera roll on my phone has zero business content in it.
Where the fear runs into the numbers
Here's the uncomfortable part. INIDETO Wash doesn't have a product problem. It has a demand problem. Bookings are slow to come in, and it's not because the platform doesn't work, it's because not enough people in Kubwa know it exists yet. Flyers help. A website that ranks helps. But the thing that actually stops someone mid-scroll, a real car, real dust, a real difference, is video. I've known that for months. And I kept finding reasons to work on the backend instead, because fixing a database policy doesn't require me to be on camera.
I kept waiting to feel ready before posting anything. Ready doesn't show up first. It shows up after you've already started, badly, a few times.
So here's where I've landed, and it's a compromise, not a cure. I'm starting with the washes themselves, not my face. Before and after footage, a washer at work, the actual thing customers are paying for, filmed on my phone during a real job. No script, no talking head, nothing that requires me to perform. If that works and people respond to it, I'll figure out what to do about the part of this that still makes me want to hand the phone to someone else.
If you're in Kubwa and you see a shaky video of a car getting washed on our page soon, that's the beginning of this, not the end of it. And if you'd rather just see it in person, booking a wash gets you there faster than any video I make.