What's the difference between staying quiet and staying in the dark? Staying in the dark means you give yourself a chance to fail quietly and work out the kinks without public pressure. It's about protecting your self-confidence from negative energy and naysayers who might project their own failures onto you. This approach is about seeking opinions on your own terms rather than having them volunteered and about celebrating your creation before a hard launch. You get to go through the growth process and put in the work without having to broadcast it to the world. The goal is to avoid oversharing and the undue pressure that comes with it.

How does staying in the dark protect my business from competitors? By staying in the dark, you prevent others from seeing your mistakes and finding a shortcut. A business that is still "cooking behind closed doors" is not ready for prime time and putting it out there risks a poor customer experience, which can make your business look bad and cause people to leave. It allows you to build the necessary infrastructure and have your ducks in a row before the launch date. It's the reason companies like Apple keep things silent until the launch, as it builds suspense and ensures the finished product is ready for billions of people.

What if I'm scared and feel stuck while trying to build in the dark? You don't have to be an island. Find a confidant you trust who has an idea of what you're trying to do. This could be a mentor or advisor who has your best interest at heart and can provide reassurance, guidance, and accountability. We also believe in the importance of faith and a spiritual connection to help things magically connect and line up. Most importantly, remember that failure is not a definition of who you are; it could just be a matter of timing. Use that time in the dark to learn how to structure a business and pivot based on what you've learned.

Watch the full episode at https://youtu.be/mGh8jk-5Pz8 or read more in THE ASCENT | 024