I believe the source of the confusion is the difference between your secret sauce and your elevator pitch. They're talking about the elevator pitch. If "everyone" doesn't already know your elevator pitch, or at least doesn't hear it soon, you've probably failed. They're not talking about your secret sauce like, I donno, your AWS login credentials or a really interesting development roadmap or your financial or marketing strategy or something like that. If you can't separate your secret sauce and your elevator pitch that's also a serious problem.
The elevator pitch for facebook is we're gonna get prime demographic young people to look at advertisements on our social website.
The secret sauce in the roll out was to try aspirational marketing where only ivy students can join and diffuse out thru cool/rich. The medium term secret sauce was something like the pages don't look as foul and obnoxious as myspace pages by dramatically limiting them and the real name policies. The longer term secret sauce is the content they view is sneakily going to be provided by the viewers for free via social networking effects luring them on.
The elevator pitch for facebook is we're gonna get prime demographic young people to look at advertisements on our social website.
The secret sauce in the roll out was to try aspirational marketing where only ivy students can join and diffuse out thru cool/rich. The medium term secret sauce was something like the pages don't look as foul and obnoxious as myspace pages by dramatically limiting them and the real name policies. The longer term secret sauce is the content they view is sneakily going to be provided by the viewers for free via social networking effects luring them on.