The Rise of Digital Gardens and the Death of the Middle

The Rise of Digital Gardens and the Death of the Middle

In the ever-evolving landscape of the internet, new concepts and ideas emerge constantly. One such concept that has gained traction in recent years is that of the digital garden. The term was first mentioned in Mark Bernstein's 1998 essay "Hypertext Gardens," where he described the unplanned sprawl of hypertext as a wilderness that is complex and interesting but uninviting. However, it wasn't until 2007 when Rory Sutherland used the term "digital gardening" to refer to activities like syncing and defragging, comparing them to pruning for young people.

But it was Mike Caufield's 2015 keynote on "The Garden and the Stream: a Technopastoral" that laid the foundations for our current understanding of digital gardening. Caufield emphasized the importance of moving away from time-bound streams and into contextual knowledge spaces. He described the garden as the web as topology, as space, where knowledge is accumulated, connected, and matures over time.

Tom Critchlow's 2018 article, "Of Digital Streams, Campfires, and Gardens," further explored alternative metaphors for consuming and producing information. Inspired by Caufield's essay, Critchlow questioned the traditional blog format and introduced the idea of digital gardens. His article sparked a wave of interest, and Joel Hooks' subsequent piece, "My blog is a digital garden, not a blog," solidified the concept. Hooks highlighted the shift from creating web pages to writing web content within a web page, blurring the lines between publication dates and focusing on interconnectedness and shared context.

One key aspect of digital gardens is the use of bi-directional links. These links not only connect different pages but also make both the destination page and the source page visible to the reader. This allows for a more holistic and interconnected experience, similar to how ideas in a garden are interrelated.

Another defining characteristic of digital gardens is their constant growth and evolution. Just like a real garden, digital gardens are never finished. They are constantly being tended and nurtured, allowing ideas to develop and refine over time. This process happens on the open internet, where ideas are shared and discussed while still in their early stages. It gives readers an insight into the author's thought process and allows for a more intimate and public experience.

Gardens also embrace imperfection. Unlike traditional blogs or social media feeds, digital gardens acknowledge and embrace the flaws and uncertainties inherent in the creative process. They are less performative than blogs and more intentional and thoughtful than social media. Digital gardens offer a unique and personalized way of presenting oneself, complete with quirks, contradictions, and complexity.

But what does the rise of digital gardens mean for the broader internet landscape? It points to a larger trend known as "the death of the middle." The internet has reshaped industries to fit a barbell distribution curve, where people either gravitate towards mass-market content or highly niche offerings. The middle ground, once the domain of moderate options, is being left behind.

This shift in preferences is driven by the abundance of choices available online. With the internet, people can now find exactly what they want or opt for the most frictionless option. The middle ground, where options are neither highly specific nor convenient, is becoming increasingly less attractive. This phenomenon has led to winner-take-all effects, where a few dominant players emerge in each category, leaving little room for the middle.

Removing friction from the online experience doesn't necessarily level the playing field. Instead, it leads to a polarization of choices. People either choose hyper-targeted options that cater to their specific needs or default to widely accepted options that are convenient and consistent. This "IF then ELSE" mentality is prevalent in a world of abundance, where consumers can be more selective and discerning.

Startups and businesses also feel the impact of this shift. In a world where the middle no longer satisfies consumer demands, differentiation becomes crucial. To succeed, startups must serve customers exactly what they want, going as differentiated as possible. The power law principle comes into play, where having the winners choose you becomes more advantageous than trying to pick the winners yourself. Pricing power and agility are essential for startups to navigate a landscape filled with both giants and numerous competitors.

In conclusion, the rise of digital gardens represents a new approach to information consumption and production on the internet. It emphasizes interconnectedness, context, and constant growth. At the same time, it reflects a larger trend of polarization and the death of the middle. As consumers and creators, we are drawn to either highly specific offerings or broadly accepted options, leaving little room for mediocrity. To thrive in this landscape, it's important to embrace differentiation and the power law principle. By doing so, we can navigate the abundance of choices and find our place in the digital ecosystem.

Actionable Advice:

1. Embrace the concept of digital gardening by creating your own digital garden. Focus on interconnectedness and the development of ideas over time.
2. Explore the power law principle and find ways to differentiate yourself in a crowded online landscape. Serve your audience exactly what they want and strive for pricing power and agility.
3. Be mindful of the polarization effect and the death of the middle. As a consumer, be selective and discerning in your choices. As a creator, strive for excellence and avoid mediocrity.

Sources:

• Mark Bernstein's 1998 essay "Hypertext Gardens"
• Rory Sutherland's mention of "digital gardening" in 2007
• Mike Caufield's keynote on "The Garden and the Stream: a Technopastoral" in 2015
• Tom Critchlow's 2018 article "Of Digital Streams, Campfires, and Gardens"
• Joel Hooks' 2019 piece "My blog is a digital garden, not a blog"