Shhh! Can you keep a secret?

I compare notes with other startup mentors and none of us understand the obsession with secrecy. Here’s what a colleague said yesterday:

“I have a music / radio startup that insists on STEALTH MODE. And the pitch is incomprehensible if you don’t know that it’s music and radio, which they have scrubbed. Dudes.”

No offense, but your idea probably isn’t as important as how well you can execute it.

And that means that it doesn’t matter much if someone tries to steal your concept. It’s going to be just as hard for them to actually make it happen.

So your #1 job is to make it happen. The recipe for success has two parts. Part one is figuring out how to cut through the noise and get people’s attention—which is the exact opposite of secrecy.

My experience is that—unless you’re Apple or Palantir—you get the best results when you tell everyone what you’re doing. First of all, this forces you to refine your elevator pitch until it’s effective. Second, it gives people a chance to help you.

And entrepreneurs need a ton of help to succeed.

Some of the people you talk to will be potential customers. Some will be potential investors. Some will have friends they can introduce you to. You never know what will come of these conversations, and you’re in charge of creating your own opportunities.

Tell as many people as you can. Ask the opinions of everyone you can.

Speaking of opinions, people always ask me what I think of Magic Leap. They’ve raised a ton of money! They’re in Miami! Will they succeed?

I think they are hurting their chances with all the secrecy. To be clear, they’re a talented group with a terrific idea. But the best products require a ton of testing with actual human beings.

The second part of the recipe for success is finding the intersection between your vision and how people actually behave. That’s hard to accomplish! We think we know what people will do, but we always learn painful lessons when we sit and watch them use our products. Always.

One of the entrepreneurs I work with watched three different people use their app. What happened?

“Yesterday’s experience was the most humbling thing that’s happened in a long time. I thought I knew how our software was used but it took 3 kids to show me that I don’t. I think the lesson from yesterday is: we need to watch people using the software even if they aren’t our primary audience.”

Success requires telling as many people as possible about what you’re up to, watching them try to use your product, and adjusting based on what you learn.

Remember Google Glass? It’s similar to what Magic Leap is building. Google did everything right! They had enough money, they tested with a ton of users, they got early adopters on board, and they still failed.

So how does Magic Leap expect to do better in stealth mode?

People tell me I’m wrong about Magic Leap. We shall see.

I’ve actually started using secrecy as an early indicator of failure. If an entrepreneur is constantly asking me to not tell anyone, then I’m pretty sure they’re going out of business (unless they’re the founder of Apple or Palantir, of course).

My suggestion is to follow Steve Blank’s advice and, “Get out of the building.” Go tell people what you’re up to. Show them your Lean Canvas. Watch them use your product. You’ll be amazed at what you learn.

You’ll also be amazed at the opportunities that begin to present themselves.

Written by Mike Lingle — Read more practical suggestions for startups at mikelingle.com.