Walk the lonely road if you have to, just don't tell anyone anything until its too late for them to do something about it.
The temptation to preemptively market your product or talk about your product is like an itch that your dying to scratch. But just know, that if you do, there are people, less creative, less ethical, who are lurking in the shadows, ready and waiting for a chance to copy and paste the hell out of your idea. So wait until the very end, and go to market strong, that way they won't know what hit them...