Scott Berkun on the word “secret”:
The word secret makes the boring sound fun. Doing laundry is pretty boring, but secret laundry almost sounds interesting. The word secret promises short-cuts, tricks, or things people don’t want us to know, which all connote ways to get one up on others. This little semantic trick works well on newbies, since they know so little, anything can seem like a secret.
But according to Scott, the real secret is:
To invent or create is to take a bet against the unknown. No matter what you do, you are still betting you can do well in the face of many things that are out of your control. Don’t like that? Don’t want uncertainty? Then do something else. Comfort with risk and uncertainty is the real secret name of the game. Anyone who wants to create something new is placing a bet, that their view of the future is better than everyone elses’, or at least their competitors.