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A secret I’ve learned from reading @paulg’s writing is the use of the word “surprising” or “secret.”
When you’re told something is “a secret” or “surprising”, your ears perk up, you sit forward, and pay attention.
It’s great way to snap the reader into focus.
You can't just stick such labels on a random observation though. The real secret is to discover things that are genuinely surprising.
That’s totally fair, but I think the distinction between a secret and something surprising sometimes falls to how much you respect the author.
Most people can have a secret (I guess, if you have a history of banal secrets, you’ll lose the reader), but when you respect a writer... for example something surprising to @paulg about startups: I can’t help but pay attention.
This might surprise you but even though exposed, your secret remains hidden... in plain sight
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