So you have this thing you want people to care about. Maybe you made an app. Maybe you want to launch a new product, subscription, or service. It's really cool. It's going to help a lot of people.

Right now, it's a secret. You don't want to ruin the magic, right? Also, what if someone steals your idea? You decide your strategy is to keep it under wraps until you launch so the magic isn't ruined and no one steals your idea in the mean time.

The problems is, it won't work like this. You have two diametrically opposing goals: you want no one to know about this and then you want everyone to know about it. Also, you want to be able to flip between those modes in an instant. Do you see how the two efforts are completely at odds with each other?

It simply doesn't work like this.