CURATION <> CREATION

Ever curated a mixtape for a friend, or romantic interest, when young?

Chosen the movie? Chosen a selection of movies?

Launched an exhibition? Catered a gathering? Selected a lookbook? Sorted a seasonal look?

Have you ever selected the bands to play at a music festival, or the films to feature at a film festival?

Or recommended the list of crucial reads for that revered end of year list that subsequently drives a large amount of follow-on purchases with an audience you’ve established a crucial amount of trust with?

Now, important caveat: if they were well curated, then you know the benefit. And if not, …

I’ve observed in recent years, I’ve grown more and more enlightened by the importance of curation as a critical thing to enjoy, for multiple reasons:

As I’ve experienced someone curating an experience for me, be that in an IRL or digital environment, and acknowledging the level of influence, emotion and inspiration that has lit up the right side of my brain matter.

As I’ve curated similar experiences for others, in events or written articles or podcasts or activations or other, where a particular amount of emotional resonance is felt by the audience, and a true fan is gained/retained in the process.

As I’ve seen more and more that the ability to curate the very best talent, or advisory, to execute on projects or campaigns or initiatives, as an exceptional skill often unacknowledged. I’ve been very fortunate to meet a few of the finest curators going around, by the way, and they are a crucial part of the fabric of where GROUP GROUP progresses to.

‘Curators.’ Not to be confused with ‘Strategists.’

These skilled curators, taking constant note of the world surrounding them, also have the additional foresight to know why this particular recommendation is contextually relevant for the situation, and are often also action-oriented to actually do something with that information.

And not, just verbalise the first recommendation recalled.

I can’t express with enough conviction how many times I’ve been involved in programming a tech-focused event or festival and <insert stakeholder> mentions that *someone from Canva* should be invited to speak.

There are plenty of people who can speak with authority about a particular technology topic, or scaling businesses, from Canva.

And, many a millions from elsewhere that may also be better placed to do so.

I think often about how my personal time working within the university structure or council structures or government structures would see *required skill* eventuate into *recommendation of first & only recalled person that does that* (and often, just a loudest voice on LinkedIn)