Apple and 37Signals don't show products until they're ready. That works for them. Sahil of letscrate.com committed publicly to an iPhone app before even having

Apple and 37Signals don't show products until they're ready. That works for them. Sahil of letscrate.com committed publicly to an iPhone app before even having an idea of what to make. That worked well for him. The talking heads in this industry are popular because they commit to one side of the debate. The truth is, it depends. Personally, my startup didn't start talking about our idea until we had prototypes made. We were so concerned that our competition would take our idea that we wanted to wait until we were a few steps ahead in the race. Guess what happened? They came out with a similar product anyway and now we risk looking like the Living Social to their Groupon. A good idea is a good idea and someone's already thought of it. Don't go nuts and start yapping about every idea that crosses your mind because then you risk looking like a talker instead of a doer. Once you have some solid work in place, consider talking about it. And to put my money where my mouth is, I'll tell you what my startup is up to. We make physical video game buttons that you can stick on your iPad, iPhone, etc. We plant to launch in a few weeks :)