It is well known that Heron's theorem provides an explicit formula for the area of a triangle, as a symmetric function of the lengths of its sides. It has been extended by Brahmagupta to quadrilaterals inscribed in a circle (cyclic quadrilaterals). A natural problem is trying to further generalize the result to cyclic polygons with a larger number of edges, which, surprisingly, has revealed to be far from simple. In this paper we investigate such a problem by following a new and elementary approach. We start from the simple observation that the incircle of a right triangle touches its hypothenuse in a point that splits it into two segments, the product of whose lengths equals the area of the triangle. From this curious fact we deri...