With all this talk about the history of Curation, it’s time to fast-forward to the present. In identifying three issues that epitomize the Curation imperative, we break down why now is the time for corporations to embrace it.
We’re Drowning in Data
"There's an economic imperative to add Curation to the mix. Well done Curation is a huge value-add in a world where unfiltered signal overwhelms noise." -Fast Company
Every day, we create 2.5 quintillion bytes of data — with 90% of the world’s data having been created in just the past two years (IBM). Looking at primary data alone, companies across the globe invest about $33.5 billion in market research. Beyond the active collection of data, when you factor in the explosion of passive data, the result is a constant tsunami of ubiquitous, yet incomprehensible information.
With all of this engulfing us, distinguishing true signals in this noisy universe becomes even more critical. As humans, our default bias is toward the loudest and latest – making it the dominant factor that shapes our worldview. We’re naturally flawed at paying attention to slow-moving objects and those that don’t have a light shining on them. But often true signals—like the rarest gems—are the ones quietly waiting to be uncovered —those most worthy of preservation.
Wisdom in Isolation
"If you have knowledge, let others light their candles in it." - Margaret Fuller
If data is a deluge, then we’re forced to look at where it’s being
deposited. As organizations become more
complex and diversified, business units tend to hold information in silos. As a consequence, “ownership” of data – how
it’s collected and who has access to it—is stifling organizations.
This compartmentalization diminishes the ability to synthesize learnings, connect the dots and see bigger patterns, both with internal and external data. Nearly impossible to reign in, this growing web of information has become far too complicated to live up to its fullest potential.
Our Brains are Redlining
“I just dropped my iPhone in my soup. I think it might be time to tone down the multitasking. - Emma Watson
We are a culture of hardcore multitaskers. Checking an average of 40
websites a day and switching apps 36 times an hour, our minds are constantly
switching gears to play catch up with our hectic lives.
Consider the items you “have open” while reading this post right now. There’s no doubt technology helps us manage these demands, yet emerging research suggests it’s taking a toll on our brains. (See our previous post about Digital Stress on your Brain). These consequences impair our ability to see the big picture (Bainbridge Leadership) and make good decisions. In fact, Temple University’s Center for Neural Decision-Making found that giving people too much information causes them to “reach cognitive and information overload, which leads to poor decision-making and errors.”
Looking at neuroscience through the lens of consumer intelligence, there is a tremendous opportunity for Curation to bring new levels of structure to chaos, offer clarity amidst confusion, and amplify the signal amongst the noise. We believe an incarnation of Curation holds a unique power for modern corporations to shift their conversations from “what are looking at?” to “why didn’t we see this coming?”
This Insight Curation’s raison d'être – and why we are passionate about it – will revolutionize how organizations think about preserving and socializing consumer insights.
This brings us to our definition:
Insights Curation will transform the way organizations preserve and socialize insights by turning the artful synthesis of information into lasting narratives.
Our next post will illustrate what it will take to move from Researcher to Curator…and why it’s not only possible, but necessary.
