This article explores why such social constellations might be forming and what makes them different from the long lineage of Small Groups that came before them. It also examines both the potential benefits and pitfalls of joining a Small Group and explores why they might one day be widely embraced by the culture at large.

Relying on creatives or niche experts (e.g., wine or book editors) is not a novel concept, though I do think we’re leaning on them more heavily as an antidote to algorithmic recommendations, and I know they’re working harder to produce differentiated suggestions.