Re-Organizing the World’s Information: Why we need more Boutique Curation

Re-Organizing the World’s Information: Why we need more Boutique Curation

In today's digital age, information is abundant. We have access to a vast amount of data, but the challenge lies in finding the relevant and trustworthy information amidst the noise. The current state of online platforms, with their irrelevant filters, ad-based business models, and overwhelming supply, has made it increasingly difficult for consumers to find the signal they seek.

The popular argument for leaving platforms like Google is the protection of privacy. However, for most people, the idea of controlling their data is not a compelling enough reason to make the switch, especially if it means paying for something they are used to receiving for free. Therefore, we need to shift our focus from simply organizing the world's information to organizing the world's trustworthy information.

The intention behind organizing information was noble, but it has taken a backseat to monetizing clicks and supporting advertisers. Platforms that rely on ad revenue prioritize featuring advertisers over curating content, leading to ethical concerns and a lack of trust. There is a need for innovation in indexing and surface areas to ensure that curation remains a priority.

Vertical search aggregators work well when you know exactly what you want. However, most users don't start with a specific query in mind. This presents an opportunity to assist overwhelmed consumers with better discovery and curation throughout their search journey. The focus should not only be on curating content but also on organizing it in a way that aligns with users' goals.

Ben Evans aptly stated, "All curation grows until it requires search, and all search grows until it requires curation." We are currently faced with an overwhelming amount of information and a lack of dedicated individuals to filter, organize, curate, and index that information. Curation sites often start with high-quality recommendations but struggle to maintain the same level of quality as they scale. This leads to the rise of vertical search aggregators like Yelp, which offer more utility.

The downside of relying on an ad-driven model is the competition for attention between advertisers and content producers. As a result, these sites often feel like marketing blogs rather than platforms dedicated to providing reliable information. Subscriptions can be a viable alternative, but they may not be suitable for infrequently used platforms. However, token-based business models show promise by giving ownership to stakeholders and allowing subscribers to benefit from future upside.