For 200 years, we believed the answer to every problem was more.

More productivity.

More choices.

More information.

More growth.

But with each passing day, it’s becoming clearer: we’re overloaded.

We have everything our ancestors could’ve dreamed of; fast fashion cheaper than coffee, infinite entertainment at our fingertips, and the knowledge of the world in our pockets.

We check our phones over 150 times a day, scroll past 10,000+ pieces of content, and still feel like we’ve missed something.

According to IBM, over 90% of the world’s data has been created in just the last two years.

More information isn’t making us more informed. Just more overwhelmed.

We feel anxious. Distracted. Paralysed. We’re drowning in abundance, but starving for clarity.

This is the hidden crisis of the modern world: too much of everything and no way to make sense of it.

That’s why curation isn’t a buzzword. It’s a necessity. In every industry, and every part of life.

Curation helps us navigate the noise. It replaces endless choices with meaningful options.

It shifts the focus from what’s available to what’s appropriate.

We need to be able to focus on what actually matters.

Because in today’s world, more isn’t a competitive advantage, it’s a distraction.

The advantage now belongs to those who can choose less, but better.

And the brands, platforms, and people who understand this will be the ones we trust the most.

Curation is no longer optional. It’s the lens through which modern life must be filtered.

I’ve been reading Curation: The Power of Selection in a World of Excess by Michael Bhaskar. At first, I picked it up thinking about ad tech and media buying.

But it very quickly became clear that information overload isn’t just an advertising problem. It’s a challenge in every part of modern life.

Excess choice is a daily feature of how we now live.

Curation answers the question: How do we thrive in a world where the problem isn’t scarcity, but too much?

It's a fascinating read & one I'd recommend to everyone.