If the benefits of a matter mainly belong to you, and making it public early will only draw in competition, disruption, and needless drain, then keep it closely held. If the value of a matter can be shared by more people, and publicity can pool resources, build consensus, and enable collaboration, then announce it widely. Secrecy isn’t scheming, and openness isn’t mere candor—at heart, both are judgments about timing, interests, and human nature.