How one separates What from How?
So, you suggesting on the question: How you bringing in customers? "What" answer is : I am doing Marketing. And on "How" you doing it : You suggest to say "It's a trade secret."
BTW, about know-how replicated after 1 hour worth the cost of lunch, have you heard of Patents ? Patents usually short enough to fully read in 1 hour and have requirement that someone who reads it can 100% replicate it. So You suggesting that anything that is not patentable is not worth keeping from competitors and investors?
Can I have 3 examples of something that can't be replicated after learning about it for 1 hour?
Lets say some VC wants to invest, you do the pitch, because who would turn down chance of getting investment from one of the 100 largest VCs, and they do investments in ventures in your sector, but they start to ask how you planing on doing some of the things that you say that you will do.
Should you give it up? and risk that they don't give you $10M, but protect their $1B investment in another company that secretly was thinking of doing what you planing on doing, but had no idea of how to accomplish it, before you told that VC
Or even worse, they give you $5, and then make it impossible to accomplish anything, and their $1B investment company gets first mover advantage.