Rework jason fried

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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