The Iceberg of Secrecy: Where Innovation Hides
Innovation isn’t just about being creative. It’s about uncovering secrets and truths that already exist but remain hidden beneath the surface.
That’s the big idea I want to explore here:
Every innovation is the discovery of a secret.
Some of these secrets are hiding in plain sight. Others are buried deep requiring us to really understand human behavior, systems, and patterns that most people completely overlook.
The Iceberg of Secrecy
I use this metaphor as the iceberg of secrecy to explain it.
What do you see above the surface? Trends. Technologies. Big ideas.
But that’s just the tip.
The game-changing secrets? They’re underneath.
They’re not visible until you actually go looking. That’s where real innovation lives.
Most people stay at the surface. They never dig.
But the innovators, the ones who truly push things forward, go below.
They hunt for what others don’t even realize is there.
Not All Secrets Are Hidden the Same Way
Some secrets are right in front of us.
But we’re often too close, too conditioned, or too distracted to notice them.
Others require serious depth and a real understanding of psychology, emotion, behavior, even operational systems.
Those deeper secrets? They’re harder to find but they’re where the most disruptive ideas are born.
Innovation Happens at the Edges
Here’s a pattern I’ve seen over and over again:
The most disruptive companies don’t always invent something brand new.
Instead, they remix ideas from other industries. They borrow from different fields. They apply winning models in new ways.
That’s the power of cross-pollination.
When you step outside your domain, your company, your industry, your niche that’s where the best secrets start to reveal themselves. That’s where innovation explodes.
Step Outside Your Lane
This doesn’t just apply to businesses it applies to you, too.
When you explore outside your comfort zone whether it's learning something new, changing environments, or thinking differently you start discovering new sides of yourself.
Hidden talents. New perspectives. Untapped insights.
Innovation is deeply personal. It’s not just about launching new products, it's about evolving as a human.
Innovation is a Continuous Discovery
Here’s the most powerful part of this entire concept:
Secrets are everywhere.
They’re not one-time discoveries; they're constantly around us, waiting to be seen, understood, and acted on.
But they don’t just reveal themselves. You have to go after them.
You have to stay curious.
You have to dig.
Final Thoughts: Ask Yourself
What secrets are hiding beneath the surface of your work?
What truths are you missing because you're too close?
Where can you look that no one else is looking?
That’s where the next innovation lies.
That’s where your next big move might come from.
Go find it.
Frequently Asked Questions
1 - What is the hidden iceberg theory?
The hidden iceberg theory explains that most of what drives human behavior, our thoughts, emotions, and motivations lies beneath the surface. Just like only 10% of an iceberg is visible above water, the majority of our psychological landscape remains unseen, operating subconsciously and influencing how we act, think, and respond.
2 - How do innovators discover hidden insights?
They step beyond comfort zones, notice patterns others ignore, explore adjacent fields, question assumptions, and relentlessly hunt for what lies beneath obvious trends.
3 - What are examples of hidden innovation sources?
Internal insights like customer complaints, overlooked behaviors, patterns in support tickets, or cross-industry ideas can fuel breakthroughs when mined thoughtfully.
4 - How can AI help uncover hidden innovation?
AI tools, like NLP used by LEGO, sift through noise forums, feedback, and internal data to reveal emerging themes and real needs, turning hidden patterns into innovation gold.
5 - Why is curiosity essential for innovation?
Curiosity drives you to dig beneath the surface. Without it, you’ll never notice the hidden patterns or secret truths that lead to real breakthroughs. It's about asking better questions.
About the Author:
Shawn Kanungo is a globally recognized disruption strategist and keynote speaker who helps organizations adapt to change and leverage disruptive thinking. Named one of the "Best New Speakers" by the National Speakers Bureau, Shawn has spoken at some of the world's most innovative organizations, including IBM, Walmart, and 3M. His expertise in digital disruption strategies helps leaders navigate transformation and build resilience in an increasingly uncertain business environment.