The Rise of Curating: From Authority to Meaning

The Rise of Curating: From Authority to Meaning

In today's digital age, we have witnessed a significant rise in the concept of curating. From personal social media feeds to curated playlists, everyone seems to be engaging in the act of curating. But what is the driving force behind this trend? Is it a desire for authority and authorship, or is it a search for meaning in an increasingly overwhelming world?

The word "curate" comes from the Latin word "curatus," which means "to take care of." It is used today because it sounds fashionable and appeals to the aesthetically conscious. However, the proliferation of curating goes beyond just a trendy term. It reflects a generation's need to feel in control and have a sense of purpose.

Curating is not limited to the art world anymore. It has expanded to encompass various aspects of our lives, from the products we buy to the content we consume. When we curate something, we are taking care of it. We are carefully selecting and organizing items or ideas that hold meaning to us.

The rise of the super-curator, who travels the world and creates exhibitions with a signature style, is a testament to the authority that curators now hold. They have the power to shape our understanding of art and culture. But curating is not just about exhibition making; it is about being a catalyst, a motivator, and a bridge builder.

Curators are sparring partners for artists, accompanying them as they build a show. They are also bridge builders, creating a connection between the artist and the public. In this sense, curating becomes a way of curating knowledge, of connecting what we know and sharing it with others.

In a similar vein, startups today can also be seen as curators. They curate products and experiences that align with their values and the needs of their customers. The concept of symbiotic growth comes into play, where the product's value proposition and its distribution channel are conjoined twins. They cannot exist without each other.

One example of symbiotic growth is Ecosia, the search engine that plants trees. By aligning their product growth with a noble cause, they have created a community of users who advocate for their platform. This kind of awareness spread is not through traditional advertising but through user advocacy, making it a powerful tool for startups.

Another aspect of successful startups is distribution by demonstration. It is not enough for a product to be great; it needs to be visible and make a statement. Take, for example, Apple's AirPods. They are not just earphones; they have become a fashion statement. Users are so satisfied with the product that they become unpaid salespeople, convincing others to join.

But it's not just about pushing changes onto users; it's about pulling ideas and refinements from their actual needs and desires. This not only ensures that the product remains relevant but also fosters a sense of ownership and loyalty among the user base. Minecraft is a prime example of a game that evolved with its community's input, creating a sense of shared ownership and amplifying advocacy and retention.

In conclusion, the rise of curating reflects a generation's desire for authority, authorship, and meaning. Curators, whether in the art world or the startup world, have the power to shape our understanding and connect us with what matters. To succeed as a startup, it is crucial to embrace symbiotic growth, distribution by demonstration, and shared ownership. These three actionable pieces of advice can help startups create a meaningful impact and build a loyal user base.