My favorite chapter in Peter Thiel's book "Zero to One" is Chapter 8 on Secrets. He writes:
"People are scared of secrets because they are scared of being wrong. By definition, a secret hasn't been vetted by the mainstream. If your goal is to never make a mistake in your life, you shouldn't look for secrets. The prospect of being lonely but right - dedicating your life to something that no one else believes in - is already hard. The prospect of being lonely and wrong can be unbearable...
...The actual truth is that there are many more secrets left to find, but they will yield only to the relentless searchers. There is more to do in science, medicine, engineering, and in technology of all kinds...But we will never learn any of these secrets unless we demand to know them and force ourselves to look.
The same is true of business. Great companies can be built on open but unsuspected secrets about how the world works. Consider the Silicon Valley startups that have harnessed the spare capacity that is all around us but often ignored. Before Airbnb, travelers had little choice but to pay high prices for a hotel room, and property owners couldn't easily and reliably rent out their unoccupied space. Airbnb saw untapped supply and unaddressed demand where others saw nothing at all.
The same is true of private car services Lyft and Uber. Few people imagined that is was possible to build a billion-dollar business by simply connecting people who want to go places with people willing to drive them there. We already had state-licensed taxicabs and private limousines; only by believing in and looking for secrets could you see beyond the convention of an opportunity hidden in plain sight.
The same reason that so many internet companies, including Facebook, are often underestimated - their very simplicity - is itself an argument for secrets. If insights that look so elementary in retrospect can support important and valuable businesses, there must remain many great companies still to start."