All to often people get so excited about their announcement that they let the cat out of the bag early and ruin the impact. Churches, organizations, relatives, super sleuths, all can ruin the surprise that may be created for impact. I have worked in a lot of organizations and had more than a few times have we tried to protect a secret for impact just to see it exposed early because someone either wanted the attention or just could not keep quiet. Enter Starbucks. The masters of creating environment and culture. Not only are they great at creating a mood around coffee, they also now make a great Sweet Tea (only in the southern states). What will the big surprise be this week? Better yet, what is your big surprise that you are protecting to give a major impact in your organization?