TMI.

Every entrepreneur worries about giving away too much information about his hot idea until it is no longer an idea but a fait accompli. Here are just some of the one-liners (forget the 30-second pitch) I've heard recently about some ventures: "It's in networking, but hardware'; 'It's networking software'; 'It's a networking appliance'; 'It's social networking'; 'It's distributing networked content'. Impressive. These are clearly the result of much deliberation. Notice that there's enough information to know if the startup is about hardware/sofware or both, and they're all in some way involved with networking (which is only a mammoth market with myriad niches). But that's it. There's no hint of what it is the startup will actually do. Hey, I've even run across people who're starting consulting practices who clam up about the details (consult with high-tech manufacturers - now that narrows the field).

I understand the reluctance to say too much too soon to too many - I'm not crazy about broadcasting my own idea either (no, it is not in networking - or is it?). But how do you maintain a conversation without sounding like a delusional dweeb with a penchant for conspiracy theories? For example, how do you answer a specific followup like "what kind of content do you work with"? Do you sound vague and weak and in serious need of a shot of business savvy by saying "all kinds", or uptight and suspicious with "can't talk about it yet"?

In my opinion, the majority of people do not need to know much - maybe just that you're involved in a certain space, field, industry. So what if your one-liner is a conversation dampener - you can always segue to a story about your chihuahua if you have one. Your cousin's wedding or your high school reunion are not events where you should be pouring out your entrepreneurial dreams anyway. And avoid events like entrepreneurs' forums (especially if they're awash with VCs) unless you're ready to bare all - folks in these places are very good at dragging details out of you.

There are some people who you'd want to talk to in some depth though. Maybe you want their advice, or you're hoping to hire them, or maybe they could be a customer. There are some that you could do an NDA with (potential hires for example), but as one colleague asked, how do you enforce the NDA? I'm sure it can be done, and people have done it, but I'm hoping the NDA is evidence of seriousness, something that'll make the signer a little more cautious. But there are many folks I've talked to without an NDA - these tend to be super-experienced, business heavy weights who I treat as trustworthy because they've proven to be so. But even then, I don't give them all the details. As for customer prospects, they're most unlikely to sign an NDA, especially at an early stage. They're tricky to work with since if you think of them as a prospect most likely the potential competition will too, and few of them would be secretive about your ideas unless your rep's like Tony Soprano's. Best tactic with prospects is to let them do the talking and cover way more ground than you intend to focus on - it'll give you good background info and make them a little fuzzy about the specifics.

Reticence. Caution. Discretion. All dull-sounding traits, but that's what you'll have to practice for a while until your startup is solid. But some day, oh frabjous day!, when you've got actual customers, you'll be ready to flood the world with information (and/or marketing-speak) and limit your paranoia to intellectual property protection. And then you can retire those chihuahua-story diversionary tactics.