Joel Spolsky’s 2003 article, Mouth Wide Shut, makes an excellent argument for keeping the Secrecy Cap on all the way through until the release of a product. This means no discussion of feature-sets and, if the project is brand new, no discussion of what it does at all.
I’ve been thinking a lot about this lately and the supreme secrecy rubs me strangely. As much as Joel’s points make sense, I feel like I’m missing out on something if I keep everything to myself.
Is it the buzz? I don’t think so. It’s worth a lot more when possible customers can move on that buzz.
Is it the feedback? Possibly. When I’ve discussed my ideas with close friends, I am encouraged by their praise and intrigued by their take on something that has only been tossed about in my head.
Is it an aversion to paranoia? Yes. I believe that there are no new ideas. This becomes abundantly clear every time I look up domain names. Can you believe that MonkeyDonkey.com is unavailable*?
In the end, I think Joel’s argument makes a lot more sense for his shrinkwrap software company than it would for a web application. With a release cycle that works in months and years, it would be important to keep secrets. I like the idea of making many small innovations, released often. Web applications can do this.
What’s the difference between talking about something new now, or in two weeks when it’s available to the masses? And if there really is no difference, then maybe I should default to keeping my mouth shut?
Update: The guy who started Yahoo Groups and Bloglines argues against keeping secrets in Stealth Start-Ups Suck.
* DonkeyMonkey.com is also taken. TigerGoat.com awaits your money…
I deal with this with my clients often, too, and eespecially if your new product is tied to a new idea, the more secrecy, the better. Patents are important to obtain, but there’s no way you can possibly patent it all–there are always loopholes. Thus, if you can keep mum while spreading buzz that it’ll be big, your less-ingenius competitors can’t start breaking down your patent and creating their own similar products. Look at the iPod Shuffle, for example. It seemed like the very next day after its release they had competition from hack houses in Asia, and even LG and Sony soon released their own.
Secrecy can often mean holding onto #1 for even another week. And that week can be huge for you.
But in web applications, especially ‘open’ ones, that isn’t a concern. There can be great benefit in “seatec astronomy” (no more secrets, watch your Sneakers). I wouldn’t think it would make sense for you, Adam, but like you said, for shrinkwrapped product, it’s vital… if nothing else, than to prevent what’s happening with MS right now and their embarrassing Longhorn setbacks. If no one knew, no one would know how late they are.