Why it Matters

Platforms profit from predictability. When algorithms can accurately forecast behavior, advertising returns increase dramatically. But humans aren't naturally predictable—we "contain multitudes," as Whitman wrote. So instead of building better prediction models, tech companies are incentivizing us to become more algorithmic ourselves.

Between the Lines

Marichal introduces the concept of "curational autonomy"—our ability to choose what information and experiences shape us. Most people surrender this autonomy to escape the "anxiety of choice." We trade decision-making power for the illusion of comfort and safety. But leaders who maintain curational autonomy gain what others lose: the ability to think independently, spot opportunities others miss, and make unpredictable moves that create competitive advantages.

What's Next

The solution isn't to abandon technology—it's to become what Marichal calls an "algorithmic problem." Leaders must intentionally behave in ways that resist classification, maintain cognitive diversity, and preserve the human unpredictability that drives innovation. This means curating information sources beyond algorithmic feeds, seeking dissonant perspectives, and making decisions that algorithms can't predict or replicate.

The Bottom Line

In an age where conformity is algorithmically rewarded, nonconformity becomes a strategic asset. Impact leaders who resist predictable patterns will outmaneuver competitors trapped in algorithmic thinking loops. The question isn't whether you'll be classified—it's whether you'll choose your classification or let it choose you.

Go Deeper

• Read Marichal's complete analysis from the Standford Social Innovation Review

• Check out the latest data on how people consume information from the Pew Research Center

• "The Age of Surveillance Capitalism" by Shoshana Zuboff is a deep dive into data extraction business models