The Rise of Curators and the Importance of Sales for Startups

The Rise of Curators and the Importance of Sales for Startups

In today's society, it seems like everyone wants to be a curator. The term "curate" has become trendy, associated with individuals who have a keen eye for aesthetics and a desire to create meaningful collections. But what does it mean to be a curator, and why has this word gained such popularity?

The word "curate" derives from the Latin word "curatus," which means "to take care of." It implies a sense of authority and responsibility for the items or ideas being curated. In a world where information overload is a constant challenge, curating has become a way for individuals to find meaning and make sense of the overwhelming amount of content available.

Curating is not just about creating exhibitions or selecting items for display. It is about being a catalyst, a motivator, and a bridge builder. Curators are like sparring partners, accompanying artists as they build their shows and creating connections between the art and the public. It is a role that requires curiosity and a desire to connect knowledge.

Similarly, startups also face the challenge of finding meaning and making connections. In the early stages of a startup, the focus should be on sales rather than traditional marketing. This may seem counterintuitive, but it is a strategy that is rooted in the idea of going narrow and deep.

At the sales end of the continuum, outreach is targeted and focused on a small number of users who have a genuine interest in what the startup is offering. This approach allows startups to engage with users individually and gather valuable feedback to improve their product. By starting with a narrow and interested audience, startups can refine their offerings and create a product that truly meets the needs of their target market.

Successful startups often start by manually engaging with users. They go the extra mile to personally interact with potential customers, teaching them how to use the product and addressing their specific needs. This hands-on approach not only helps startups acquire users but also allows them to gather insights and iterate on their product.

The danger of traditional marketing for startups lies in its broad and shallow nature. Announcing a mediocre product to the world without engaging with users individually often leads to disappointment. Startups end up with no users and no feedback to guide their improvements. This approach is a form of denial, as founders prefer to avoid the hard work and unpleasant truths they may encounter when directly speaking to users.

The advice offered by Y Combinator, a renowned startup accelerator, is to focus on creating a truly exceptional product and acquiring users manually. The emphasis is on the narrow and deep end of the sales/marketing continuum. By doing so, startups can ensure that their product meets the needs of a specific target audience and gather valuable insights for future growth.

In conclusion, the rise of curators and the importance of sales for startups share a common thread. Both concepts revolve around the idea of finding meaning and making connections. Curators take care of collections and bridge the gap between art and the public, while startups focus on sales to engage with users individually and refine their offerings. To apply these principles, here are three actionable pieces of advice:

1. Embrace curiosity and the desire to connect knowledge. Curating, whether in the art world or in business, requires a deep sense of curiosity. Stay curious about your users, their needs, and the market you operate in. This will help you create meaningful connections and offerings.

2. Start narrow and deep. Instead of trying to please everyone, focus on a specific target audience that is genuinely interested in what you have to offer. Engage with them individually, gather feedback, and iterate on your product to ensure its success.

3. Don't shy away from the hard work. Building a startup requires dedication and a willingness to face the truth. Engaging with users individually may be challenging, but it is the most effective way to understand their needs and improve your product.

By incorporating these principles and taking action, you can become a curator of your own success, finding meaning and making connections that will drive your startup forward. Remember, everyone can be a curator, but it takes dedication and a willingness to take care of what matters most.