Every great business is built around a secret hidden from the outside: "A great company is a conspiracy to change the world; when you share your secret, the recipient becomes a fellow conspirator." There are two kinds of secrets: secrets of nature (hard, about the physical world) and secrets about people (what people don't know about themselves) — and the latter are relatively underappreciated. The conventional belief that everything worth knowing is already known is exactly why so few people look.

— In our words · Source: Zero to One (Peter Thiel with Blake Masters)