“All truths are easy to understand once they are discovered; the point is to discover them.” – Galileo Galilei
Discovering and leveraging secrets can be the difference between mediocrity and monumental success. A ‘secret’ in this context is a profound understanding or insight that your competition overlooks, but can be the foundation of a groundbreaking business.
The founders of Airbnb tapped into the ‘secret’ that people were willing to rent out their homes or spare rooms to strangers to make extra income. This insight was not widely accepted or understood at the time, but it was the cornerstone upon which Airbnb built a global hospitality empire.
Why are secrets so powerful? Because they represent untapped opportunities that, once discovered, can catapult your business into uncharted territories of success. Secrets challenge the status quo and open up new avenues for innovation and value creation.
Action Step: Start by questioning assumptions in your industry. Look for insights that others have overlooked. What do you believe about your market that nobody else does?
Uncovering a secret requires curiosity, research, and sometimes, a willingness to view the world differently. It’s about finding the unseen and providing solutions that no one else has thought to offer.
To learn more about discovering and leveraging secrets, be sure to check out our book of the week: “Zero to One” by Peter Thiel.