When Algorithms Do a Human’s Job.

THIS CONCEPT WAS A SURE WINNER. But it bombed. Why?

What works at internet-scale, doesn’t always work at a human level.

Take your favorite boutique, and merchandise it with the internet’s best. Game on, right?

Think again.

Amazon’s “4-Star” concept was exactly this. Each item was proved a success by mass data.

Yet, my Berkeley store experience was unsettling.

Everything I saw was a bestseller. Books, gadgets, lightbulbs, and appliances are all merchandised throughout. Each is displayed with the social proof of its worthiness. But it all seemed disjointed—it subtly lacked a connective thread.

I was out in 10 minutes.

Missing was the feeling that a human was involved.

Instead, now imagine your favorite bookstore, art movie house, or record store. The mix of merchandise is just right. How do you feel when you walk in?

“This store was made for me!”

The difference? Taste. There’s a sense that it’s curated by a human, chosen for their customers because it first resonated with them.

Hurray for the human tastemakers!

They curate magic from an ever-growing pile of stuff.

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Yes, I want to be more human 👉 www.ahumanthing.com