The Power of Lists: How Curation and Language Shape Our Online Experience

The Power of Lists: How Curation and Language Shape Our Online Experience

Lists have become the new way we search for information and discover new content. Benedict Evans, a technology analyst, has pointed out that lists are human-made, while the matching process is automated. This shift in how we navigate the digital landscape has significant implications for platforms like Amazon and Google, which rely heavily on search algorithms.

Amazon, despite its dominance in the e-commerce market, has struggled with curation, discovery, and recommendation. This weakness is evident in its book sales, where the recommendation platform accounts for only a quarter of its overall sales. In the world of books, a good bookshop is more than just a logistics system - it is primarily a discovery platform. It is about the tables, not the shelves. These tables represent curated lists, not just inventory.

The challenge with using lists instead of searchable databases is scalability. Yahoo's hierarchical directory, for example, reached a point where it became unmanageably large and collapsed under its own weight. It became clear that search was the only practical solution, and Google emerged as the superior search engine. However, if the list is shorter and more aggressively curated, then the question arises: who does the curation, and how do you find the list in the first place?

Curation and search are intertwined - all curation grows until it requires search, and all search grows until it requires curation. Flipboard, a news aggregation platform, recognized the importance of curation and created a manually curated directory of sites to follow. This directory, which is essentially a list of lists, is manageable because it doesn't try to encompass everything. It provides a curated selection of content for users to explore.

The concept of lists disrupting traditional search extends beyond news aggregation platforms. Apple Music and Spotify both acknowledge that a vast library of songs and a search engine alone are not enough to provide a satisfying user experience. They recognize the need for filters based on individual preferences, even if these filters are ultimately arbitrary. Apple Music takes a hybrid approach, using automation to match manually curated playlists with algorithmically-determined tastes. The result is a personalized list created by hand but found by the machine.

Curated lists have value beyond just convenience. They can also create a sense of exclusivity and uniqueness. For example, there is a denim shop in Tokyo called 'Not Found' that deliberately made itself ungooglable. This intentional obscurity adds to its appeal and creates a certain allure. As e-commerce continues to evolve, it is likely that a spectrum of large and small retailers will emerge, offering specialized curated lists that cater to specific niches.

While Amazon's "everything store" approach works well for certain categories and when consumers know exactly what they want, it doesn't address the need for curated lists that may not be on the platform. This is where the role of search engines like Google comes into play. Users may turn to Google to find lists that are not readily available on Amazon or other aggregators.

In conclusion, the rise of lists as a search alternative highlights the importance of curation and the limitations of search algorithms alone. Platforms that can effectively curate and provide personalized lists will have an advantage in the increasingly competitive digital landscape. For businesses, this means focusing on both automation and human curation to create unique and valuable lists for their customers.

Actionable Advice:

1. Embrace curation: As a business or content creator, consider the value of curated lists in providing unique and personalized experiences for your audience.
2. Prioritize discoverability: Make it easy for users to find your curated lists by optimizing search engine visibility and leveraging social media and other platforms for promotion.
3. Foster user participation: Encourage users to contribute to curated lists through reviews, recommendations, and user-generated content, creating a sense of community and engagement around your brand or platform.