The Intersection of Curating and Innovation: Unleashing Growth Potential

Aug 30, 2023

3 min read

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In the ever-evolving landscape of business and culture, the concepts of growth and innovation are constantly at the forefront of our minds. How can we foster growth? Where does it come from? To shed light on these questions, let's explore the insights shared by Clayton Christensen in his talk at Google and examine the rise of curation as discussed in an article on curating.

Christensen introduces four types of innovations: Potential, Sustaining, Disruptive, and Efficiency. These categories provide a framework for understanding how growth can be nurtured and harnessed. It becomes clear that disruption, a key driver of growth, is not solely dependent on developing the best technology but rather built within the business model itself.

To truly unlock growth and innovation, Christensen emphasizes the importance of understanding the "jobs to be done" concept. He uses the example of McDonald's milkshakes, highlighting that demographics alone are insufficient in determining consumer behavior. Instead, it is crucial to comprehend the needs and desires of individuals within their workflows, recognizing the causal relationship between the product and the experience it provides.

Building upon this idea, Christensen suggests that there is an architecture to every job to be done. This entails comprehending the functional, emotional, and social aspects of a job and integrating them into the design and delivery of a product or service. By doing so, brands can create a holistic experience that resonates with consumers on multiple levels.

Transitioning to the realm of curation, we uncover a parallel thread in the quest for growth and meaning. The rise of the curator reflects a generation's yearning for authority, authorship, and connection. The Latin root of the word "curate" suggests a desire to take care of something, to curate meaning and purpose. Curating has become a fashionable term, associated with the aesthetically conscious and the desire for curated selections that offer reassurance and significance.

However, it is important to note that curation extends beyond exhibition making. It is a catalyst for collection-based work, a generator of inspiration, and a motivator for artists. Curators act as sparring partners, accompanying artists as they build their shows, and bridge builders, connecting the artist's vision with the public.

When we bring together the insights from Christensen and the world of curation, we see a powerful synergy. Both underscore the need to understand the needs and desires of individuals, whether they are customers or artists. By curating experiences and products that address these needs, we can tap into the growth potential within our businesses and communities.

In conclusion, to unleash growth and innovation, businesses must embrace the principles of understanding the jobs to be done and curating meaningful experiences. Here are three actionable pieces of advice to guide your journey:

Embrace Disruption: Look for opportunities to disrupt your own business model rather than solely focusing on technological advancements. Challenge the status quo and find new ways to meet the needs of your customers.
Dive Deep into Needs: Move beyond demographics and seek a thorough understanding of the needs and desires of your target audience. Consider the functional, emotional, and social aspects of their workflows to create a truly transformative experience.
Curate with Purpose: Take inspiration from the world of curation and become a catalyst for growth. Curate collections, experiences, and products that resonate with your audience, providing them with a sense of meaning and purpose.

By aligning these principles with your business strategy, you can unlock the growth potential within your organization, fostering innovation and creating meaningful connections with your customers. Remember, growth comes not only from achievement but also from understanding and addressing the needs of those you serve.