Keep people guessing, and you'll have their undivided attention.
It's a technique that's been used by savvy marketers from Steve Jobs to the writers of Breaking Bad.
It also seems to be the strategy behind Jelly, the latest venture from Twitter co-founder Biz Stone. A cryptic post on the Jelly website tells interested users that it is "named after the jellyfish" and that it "will be for everybody."
Details on what that might actually mean, however, are scarce.
Whatever it is, Jelly must be interesting, given that the start-up has raised funding from such high-profile names as Jack Dorsey and Al Gore.
Even Bono is an investor.
This tight-lipped approach may pique the public's interest, but Twitter co-founder Evan Williams, an investor in Jelly, says that has little bearing on a company's ultimate success. "Either you've built something people want or you haven't," he says.