What’s the collective noun for ‘start-ups?’ Is it a glut?
I mean, those borne of a glint in the Founder’s eye that tells you they’ve found their purpose in life.
The ones with Alan Watts videos in their Youtube Favourites, who now know what really makes them tick.
Those catapulted out of bed every morning with the conviction they’ve found out why they were put on this earth: organic mole-hair baskets.
Ideally, work should feel worthwhile and rewarding- can’t argue with that.
But where does it say this has to be THE THING that boils you down into your essence?
The bastard working man’s answer to Jean-Baptiste Grenouille in Perfume?
Why does it have to be our driving force- our elevator pitch to God at the gates of Heaven?:
I AM the delivery of eco-friendly banking solutions / the knitter of artisanal rye-flavoured tea cosies/ the carer of LGBT animals. Trust me, the rest was musak.
Isn’t it occasionally possible to integrate these purposes into life without encumbering them with the need to bring home the bacon?
I’m being Devil’s Avocado, natch, to make a connection between something I keep noticing and something I want.
The first is the preponderance of busy little companies wopping a kooky name on their foreheads, and heading off to the internet with a red handkerchief tied on their stick.
‘About Us’ will tell you more about what gives them a dual personal/professional hard-on, than you feel comfortable knowing.
Not that it’s anything other than passion that makes a service good.
But there seem to be so many companies all getting very aroused about the same thing- with just a tiny tweak.
There’s a gap in the market and a market in the gap, but…
…here’s the second thing…
There’s probably a bigger market in bridging the gap between the market and the gap.
So, on the one hand you’ve got a maelstrom of information, services, gizmos, earnest reasons for being.
And on the other, the people who need, want, respond to them.
The eager start-ups are all wanting a slice of that giving pie.
I can offer what you offer. Only better. And with CEO after my name on LinkedIn, and my dietary preferences in the blurb.
Or curating it:
Look, see. I’ve aggregated your news/ house buying options/ washing machine costs, thereby cutting your time investment, and customizing your experience.
The point is this: What if I don’t know what news I’m interested in, or what kind of house I should live in, or what sort of washing machine would suit me best?
I’m not talking about trawling through Which? Guides and ‘Well, at first when I got the dustbuster home…’ reviews.
But the customizing, time-cutting bit that precedes the customizing time-cutting bit.
I’m talking Advanced Boolean pre-Google Searches.
Most service providers, and their middle-men, work on the assumption that we know what we want; we just need help finding it.
This is fine if you have a blocked drain, or know that you’re a family of 4 who want to stay in Cleethorpes, are who are in need of Wifi in order not to kill each other.
But some of the biggest decisions we make in life end up finger-in-the-air at best; based on stale ideas at worst.
Where to live; where to go on holiday; where to send our kids to school; what sort of alternative health route to pursue.
Or professional: what genre of marketing agency to commission; which wholesale fleece supplier to engage; what steel manufacturer to use.
What EXACTLY is it that we’re TRULY looking for?
The start-up glut is surely out there waiting by their passionate phones to give it to us.
However, in order to connect with the fruits of these passions, we need to know what ours are first.
I fancy more businesses operating on the dating game model, where likes and preferences are probed thoughtfully, and matches suggested.
Not jokey, ‘Which city should you really be living in? Berlin’, after 3 unrelated, multiple-choice questions.
But streamlined, meaningful questionnaires that cross-reference our subconscious desires with millions of variables, and tell us stuff we didn’t even know we should be investigating.
Old skool agent expertise, for the 21st Century.
For example: How do we choose holidays?
1. Pick Sun/ snow, Beach/Pool, Mountains/City
2. Bump into neighbour in the park
3. Cruise Owners Direct for somewhere pet unfriendly
Bang! You’re in France. Again. Bumping into your neighbour…
Q: What are your favourite moments of a holiday? Are aesthetics important to you? What’s your favourite view in a painting? What brand of chorizo do you like? Do you prefer perky or weird in a restaurant? Give an example. Do you like flying? Flying mice? Characterful churches? Germans? Have you got a gsoh? Are you allergic to English tourists? Flies? Intimate massages? Are you a tight arse? What sum is 1.5 times the amount of money you think you have to spend on accomms? Trinkets? Does tipping annoy you? And the wife? Does tipping annoy her? Does your wife annoy you? (That’s another website: click on this link.)
A: Pulau Seliron. Small town on the north coast of Brunei. Wasn’t in this week-end’s Sunday supplement. Your neighbour’s never heard of it. Plenty of tapas restaurants with trinket boutiques attached. Clientele of German comedians. Now bugger off and cruise Owners Direct.
What am I asking for?
– To discover more about my preferences than I have ever bothered to probe.
– To have the world of information brought to my time-poor, self-knowledge poor, fingertips.
– To marry more of all that stuff out there, with all the stuff I now realise I want.
Full-on risk-assessment, pyschological-profiling, aspiration-hunting, dream-burrowing, passion-sniffing, intelligent questions, to help put as big a bespoke life-is-short-smile as possible on my miserable, high-expectations, greedy little face.
Those are my needs.
Now, whose purpose in life is it to meet them?