The Power of Secrets
February 19th, 2008
Continuing in my weekly readings theme, GOOD Magazine’s Ligaya Mishan writes on the rising popularity of speakeasy restaurants. Yes, that’s secret restaurants in cities all over the world that survive completely on word of mouth.
Let’s put aside for a moment the fact that there are no check-ins with fire marshals or sanitary code people, shall we? Instead, let’s talk about the secretive nature of these speakeasy restaurants.
It’s human nature to want to be in the know. From the secret decoder rings some of us craved as kids to that friend who words at your favorite company and let’s you know about a top-secret revolutionary product that is yet-to-be released. Secrets are powerful. Even better, secrets are power. As one of the chefs in the article says, “This is not about the food. I can tell you lots of places with better food.” It IS, however, about the experience of knowing something that most others don’t know and also getting together with a handful of people that DO know. Ya know?
BMW Manufacturing is here in our backyard. And it’s so cool when you’re driving down I-85 to see some black concept car with all the logos blacked out pull up beside you. You know it’s a secret – but now you know about it. Is BMW trying to start some buzz? I doubt it (like they really need it, anyway). But they’re not really trying to hide anything, either.
How can companies share secrets where everyone benefits? (In a non-FCC violating way, of course.) How can you open the kimono to your company to those that love you? Why are you so afraid of keeping all those juicy tidbits to yourself? And if you do decide to share a secret, how can you do it in such a way where you’re not divulging information that obviously is trying to drive sales, but is trying to build advocates?
Other posts by Spike.
Scott White says:
The problem with secrets is that it is short lived. Call it a fad. Then all the sudden you’re no longer a secret. And then you’re suddenly a “sell out” (insert Metallica here).
I prefer doing it the old fashioned way. Hard work and good service. I’ll take that over being the next secret anyday.
February 19th, 2008 at 1:00 pmCarl says:
I think it takes a certain confidence from any company to hold off on “going nuts” … meaning forcing buzz, rather than allowing the buzz to work its way into the hearts and out of the mouths of advocates.
That confidence says: “I don’t have to reveal everything about myself all the time.”
I have to question the comment “it’s not about the food.” Payne’s BBQ in Memphis is completely word-of-mouth driven… and it’s ALL about the food. The food and the emotional connection made from consuming that edible gold is the primary vehicle of delivery that infuses buzz-y-ness into the hearts of their advocates.
February 19th, 2008 at 1:11 pmDick Carlson says:
Yes, from the first time that the New York Times required me to give them information to get access to their paper I’ve always had fun giving people all that “data”.
Lately, I’ve been an 82-year old woman who makes over $100K a year who drinks Tequila shots and rides a Harley. I smoke unfiltered Luckies, own a handgun, and vote the straight Republican ticket.
I don’t use the internet, have sex five times a week, and listen to mostly punk rock.
While most people are worried sick about information security on the net, I think it’s a wonderful way to demonstrate that there is no such thing. Join the monkeywrench gang.
February 19th, 2008 at 2:35 pmVirginia Miracle says:
On one of my first nights in DC, the folks from work took me to a bar with no sign and no markings, that is up 2 flights of stairs next to a mattress store. You would think you are breaking and entering. At the top of the stairs, however, there must have been 100 folks packed into this quirky bar. The “insider” feel makes me want to pass it on and bring someone else there for the first time.
February 20th, 2008 at 5:29 amMr. Steve says:
But it doesn’t have to be in these “speak-easy” type places (though that is pretty darn cool). You can use this in established business too. Just look at the Beacon in Spartanburg, SC, or Geno’s or Pat’s in Philly. You have to know the language to order properly, or risk looking like an outsider. I admit, once I figured out how to order at Geno’s, I went there exclusively, because it felt like a club. I’m sure there’s a bit of that with Starbucks too. It’s that feeling of getting behind the velvet rope, while all the wanna-bes are staring at the cool guy who has the info.
February 20th, 2008 at 6:44 amSpike says:
Great point, Mr. Steve. And that reminds me of In-n-Out Burger and their secret menu…
February 20th, 2008 at 7:01 amJenny says:
mmm…in-n-out burger!
February 20th, 2008 at 7:35 amolivier blanchard says:
We’re suckers for mysteries. Secret societies have thrived for centuries. Conspiracy theories sell enough books each year to fill personal libraries many times over. A good percentage of most people’s workday is spent on gossip - which is little more than sharing not-so-secret “secrets”. Decoder rings. Secret handshakes. Hidden microsites. Movie/TV show spoilers and sneak peeks. Hush-hush market tests. Video game and software betas. “Declassified” government files. Memoirs. “Underground” scenes. Invitation-only parties.
We’re simply curious about what goes on behind closed doors, and it makes us feel special to be in on secrets.
The thing about this dynamic is that the power of owning a secret is in sharing it - and by default, sharing how special you are because you own that secret.
It isn’t so much that a secret restaurant or party or club is all that great. What’s great is that it’s a secret, and by being a part of it, your value as a member of a community increases. Now you go from being just like everyone else to being either a gatekeeper or an information broker.
It all coems down to this: We like to feel special.
February 20th, 2008 at 7:48 amBilly says:
I love this post. And I love almost all of the commentary on it.
We do like to feel special, and we do like to feel important. Having knowledge about a new band or product or restaurant or techie-gadget makes us feel like we’ve discovered something.
I love to talk about bands and musicians and magazines that I “discovered” as if they couldn’t exist without my knowing about them… and letting others in on the secret.
And that’s what allows for dedicated, passionate fans, I think. I will always love Will Hoge’s music, Obama’s speeches, Good’s magazine and Puckett’s Grocery’s hamburgers… because I saw, heard, read and ate them first.
I also like the Internet a lot.
February 20th, 2008 at 11:59 amGeologyJoe says:
Secrets are indeed exciting. I suppose that is way Christmas can be so fun. And as for spreading secrets…isn’t that part of what makes the internet great sometimes?
February 24th, 2008 at 3:23 pmJay, writer MemberSpeed.com says:
I do believe that being able to keep a secret until such time is right to reveal it is power. Being able to tickle the market’s curiosity and let them talk about it is already free advertising. Take apple for an example, their product is well advertised even before it hits the market because of its advocates spreading rumors about their new upcoming product.
February 25th, 2008 at 3:57 am