We encountered this “orthagonality” in the early days of SFDevLabs while trying to build a list-based site for navigating the Internet. Our approach to list creation was bookmarking, yet the more we build for the individual, the more we built a siloed product and strayed away from the potential of network effects, which was objective in the first place! (whoops)

I’m still fairly-well convinced that list-based sites are superior to google for discovery, and a combined list-site/discovery-engine could be a huge boon for finding new and relevant content on the internet. (Google might be fast, but it is far from pleasant and isn’t great for a “wandering” mindset).

Pinterest is the obvious standout here IMO. They nailed the individual use case (I speak to designers and females all the time who use it for vision/inspiration boards), and they leveraged their connected content into what I believe is the best discovery engine for visual-based content online — to put it in a “Facebooky” way, they have structured data, which is immensely valuable. Suffice to say, humans can process and navigate bulk-imagery better than a page full of text, so Pinterest was well-poised to have this effect on the previously non-visual search landscape at the time.

Some points I think about:

* BIG PICTURE: We’re missing a “site map” of the internet, and a horizontal list site has the potential to provide the navigation experience that we need.

* As an experience, the “related” search on google is pitiful; the internet deserves better. (e.g. https://www.google.com/webhp?sourceid=chrome-instant&ion=1&e...). I think the search experience on a list-based tool will mimic this action pretty closely, but will give a way better result.

* Form factor is an issue for content creation. Generating lists from URLs isn’t pleasant on mobile (I haven’t found a satisfying way around this yet), so I suspect the power-users will come from a web-first generation — unless a novel approach to the mobile piece is created and adopted.

* Horizontal list sites require a bootstrapping mindset. They’re inherently unprofitable in the early days unless you’re going after product-focused lists, in which case it’s difficult to break out from being nichy/materialist. My prediction is that we’ll keep seeing product-focused lists while in a boom-cycle (Wanelo, canopy.co, kit, etc.), however they will have a hard time breaking out of the consumerist space if those are the origins.

* The process of list-building is extremely similar from one vertical to another (bookmarks, music and fashion, for example), so despite the lack of a horizontal product that is a clear winner, I still expect one site will dominate in the long run due to network effects, similar to how Reddit effectively dominated the forum space.

* We’re in the midst of a boom-cycle, so the ideas I’m seeing around me all seem to be very money-focused (nothing wrong with that, there’s just a different focus), however I expect a true horizontal list-building site will take a patient long-term approach that will emerge in thriftier times when rent and talent is cheaper and entrepreneurs are freer to try wild ideas.

* The technology behind creating and leveraging connected graphs is more approachable than ever (Neo4j & GraphQL come to mind). Powerful “woven” experiences with overlapping content are possible with a fraction of the engineering talent of, say, 5 years ago. I personally think this is an interesting variable to watch, as it could be the bridge between the individual and social use-case that you mention. (Put mildly, we can extract more utility from less content creation).

* Community is the key. Slightly contrarian but I see the injection of too much capital as a potential killer of list-based ideas. “Easy money” (if there is such a thing) and not-enough focus on fanaticizing an early user base will be the death knell of all who enter this space.

* What is the correct balance between altruism (wikipedia) and narcissism (social products)?

- What are the lessons from Delicious? By all accounts, it should have “won” but lost its way somewhere (the acquisition?). Social bookmarking still deserves a better solution.

- I think the original list spaces of a horizontal winner will come from an area that is extremely nichy, extremely nerdy, text-heavy and unprofitable (or not obviously profitable). Maybe it’ll start out with poets and researchers and spread from there? The smaller the community, the better, because there’s greater recognition for contribution when everyone knows each other.