In typical 37signals fashion, the wisdom in these pages is edgy yet

Be a curator
You don't make a great museum by putting all the art in the world into a
single room. That's a warehouse. What makes a museum great is the stuff
that's not on the walls. Someone says no. A curator is involved, making
conscious decisions about what should stay and what should go. There's an
editing process. There's a lot more stuff off the walls than on the walls. The
best is a sub-sub-subset of all the possibilities.
It's the stuff you leave out that matters. So constantly look for things to
remove, simplify, and streamline. Be a curator. Stick to what's truly
essential. Pare things down until you're left with only the most important
stuff. Then do it again. You can always add stuff back in later if you need
to.
Zingerman's is one of America's best-known delis. And it got that way
because its owners think of themselves as curators. They're not just filling
their shelves. They're curating them.
There's a reason for every olive oil the team at Zingerman's sells: They
believe each one is great. Usually, they've known the supplier for years.
They've visited and picked olives with them. That's why they can vouch for
each oil's authentic, full-bodied flavor.
For example, look how the owner of Zingerman's describes Pasolivo
Olive Oil on the company Web site:
I tasted this oil for the first time years ago, on a random recommendation
and sample. There are plenty of oils that come in nice bottles with very
endearing stories to tell--this was no exception--but most simply aren't
that great. By contrast Pasolivo got my attention as soon as I tasted it.
It's powerful, full and fruity. Everything I like in an oil, without any
drawbacks. It still stands as one of America's best oils, on par with the
great rustic oils of Tuscany. Strongly recommended.
*
The owner actually tried the oil and chooses to carry it based on its taste.
It's not about packaging, marketing, or price. It's about quality. He tried it
and knew his store had to carry it. That's the approach you should take too.

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