Jessica O'ConnorA growing number of young entrepreneurs are choosing to keep their goals private, embracing a trend known as ‘moving in silence.’
Search interest in the phrase has jumped by 50% over the past year, signalling a cultural shift among Millennials and Gen Z away from public declarations of ambition toward more discreet, strategic action.
Rather than broadcasting their business ventures or startup ideas online, these entrepreneurs are opting for a quieter approach – only revealing their progress once tangible results have been achieved.
The motivation, according to experts, is to avoid distractions, external pressure, and the pitfalls of performative productivity.
Mindy Paul, a business coach and manifestation expert, said: “Keeping your goals private can be surprisingly powerful.
“We often seek validation through sharing our plans, but this can backfire if we’re in the wrong environment or mindset.”
Paul explains that early praise or skepticism from others can dilute motivation.
He said: “When we rely too heavily on the encouragement of others, we risk losing momentum if that support fades.
“Worse, doubts or jealousy from others can chip away at our confidence and focus.”
This mindset marks a stark contrast to the prevailing culture of oversharing, where productivity is often equated with visibility.
Social media, in particular, has long rewarded users who document every step of their entrepreneurial journey, from morning routines to business milestones.
Paul added: “Many young people now view this as performative rather than inspirational.
“Rather than posting about their progress, they are choosing to take people by surprise with their results.”
Paul also noted that Gen Z, having grown up largely online, is acutely aware of how quickly information spreads – and how easily it can attract scrutiny.
He said: “They’ve seen the judgment, criticism, and unwanted attention that come with being too loud about your goals.
“‘Moving in silence’ is a way for them to protect their peace and focus on execution.”
The trend has roots in pop culture as well. Lyrics by artists like Megan Thee Stallion and Drake frequently reference the concept, while cryptic social media captions such as “You’ll see when it’s done” have become increasingly popular among younger users.
There are high-profile precedents for the strategy.
Paul continued: “The development of the iPhone was carried out in great secrecy, even internally.
“Apple’s approach allowed them to innovate without interference – and ultimately change the world.”
Similarly, Beyoncé’s surprise release of Lemonade and Childish Gambino’s unannounced drop of This Is America demonstrate the power of unveiling fully-formed work without advance promotion.
However, Paul clarified that discretion doesn’t mean isolation.
He added: “Moving in silence doesn’t mean working 24/7 in a vacuum or refusing help.
“It’s about being intentional with whom you share your plans – and when.”
According to Paul, the key is to act first and speak later.
He concluded: “The first step should be action, not announcements.
“Let your work speak for itself. Show the finished result, not just the idea.”
