Overanalyzed

Thoughts you never needed but might have wanted

Category: Uncategorized

  • Two modes of inquiry

    Science and philosophy are not as different as they might seem. Whereas the first evokes ideas of mad geniuses and crazy experiments, and the second evokes ideas of overthinkers and tired cultural debates, these caricatures conceal a striking similarity between the modern practice of both.

    Both scientists and philosophers have a common goal of coming up with a good explanation of the things they study. That is, they want to come up with a good theory. Likewise, both modern scientific and philosophical practice has moved beyond the paradigm of divine providence or rhetorical flourish as their north star. Even if speculation is still part and parcel of their respective inquiries (just ask the string theorists), scientists are constrained by empirical evidence, and philosophers are confronted by often devastating thought experiments for which they can no longer call upon a deity to justify.

    Yet, although science and philosophy are both absolutely rigorous academic disciplines, the latter has gotten a bit of a bad rap. It doesn’t help that most people have vague notions of what philosophers really do, since most people’s exposure to philosophy consists of unhelpful platitudes by long-passed spiritual thinkers about how to live an ascetic life. (Or maybe they can be helpful. Run a thought experiment, or even a real experiment, to find out!)

    However, that is unfortunate, for everyone, even the ordinary Joe, has engaged in some sort of philosophical inquiry. It’s an unavoidable part of life to ask questions about the most fundamental things like existence, knowledge, and morality. And although they can feel like (and still are to an extent) questions that lead to dead ends, modern philosophy is actually more conclusive than we might think, thanks to many of the same methods that have turned science into a verifiable pursuit.

    Different questions, but the same method

    To distill the method that both modern science and philosophy uses, I like to carve out a distinction between two modes of inquiry that I like to call thinking backwards and thinking forwards.

    In both fields, you always have a bunch of data you want to explain. In science, that data is usually empirical evidence that you gather from running experiments in the physical world. In philosophy, although empirical evidence can play a role, often that data consists of thought experiments in a hypothetical possible world that may differ from the physical world in some key aspects.

    Then, what I call thinking backwards is the process of taking the data and distilling it into a theory, a system that explains the data and allows you to deduce new predictions. Fundamentally, all theories consist of concepts and rules for reasoning with those concepts. For example, Newton distilled many different observations about physical motion into a theory where a couple simple concepts (such as mass and force) and mathematical rules (laws of motion) could explain those observations very damn well. Thinking backwards involves abductive reasoning, where the goal is to find the best explanation for a phenomenon. Of course, an explanation should at least be plausible, but you might favor an explanation for its other virtues as well, including practicality and simplicity.

    Now, suppose you have a theory. The fortunate thing is that a theory gives you a structured system to reason about the phenomenon it explains. The unfortunate thing is that theories are almost always wrong in some way. A ‘best’ explanation is almost never a perfect explanation, but simply the best we could achieve with the data that we have. While there is often room to improve our theories even with the lack of new data, eventually it will prove to be a manacle on progress.

    But how do we collect data in a way that helps us make our theories better? Much of the answer lies in actually using our theories to make new predictions, to find new directions for which our theory might be tenuous or even wrong, and that is the heart of what I call thinking forwards. For example, Einstein identified issues in Newton’s theory by first applying his theory, then noticing that it contradicted the nascent body of results from electromagnetism research. These issues do not strip the virtues in Newton’s theory of being plausible enough to serve most ordinary physical problems and of being simple enough for a bored patent office employee to casually use, but they do call for another process of thinking backwards: finding an updated theory which does take the new data into account, and that theory was special relativity. Regardless, thinking forwards involves hypothetico-deductive reasoning, where the goal is to use a theory to devise testable hypotheses to find issues with the theory. You don’t always have to run an experiment to test a hypothesis, as often just devising a hypothesis alone can point us towards data we haven’t considered, but often you do have no other choice but to run an experiment.

    Thinking backwards and thinking forwards operate in a cycle. Thinking backwards from data yields us a theory, and thinking forwards from a theory yields us new (or overlooked) data which we can use for a better theory. Yet, while easy to see in science, it is not immediately apparent that philosophy rides this same cycle, so let me present a philosophical example.

    Creating a theory of knowledge seems like a simple task. After all, surely we all know what ‘knowing’ is? And in philosophy, it is more common than you might think to call upon our intuitive notions of a concept when creating a first theory of it, because those notions are still data which should be taken seriously lest we say anything downright bizarre.

    One theory of knowledge which passes that ‘not bizarre’ test is to define knowledge as a true belief. It sounds reasonable to say that if we believe in something that is true, we know it too, and that either a lack of truth or a lack of belief means that we do not know it. So far so good. Yet, after thinking backwards and minting a fresh new theory, the next step is not necessarily resting on our laurels but to then think forwards and subject the theory to scrutiny.

    While in science thinking forwards involves making predictions to test in the physical world, in philosophy thinking forwards usually involves making predictions to test in the hypothetical world that is a thought experiment. As for the true belief theory, there is a surprisingly simple thought experiment which reveals a major problem with it.

    Suppose you want to flip a coin. You believe it is going to land heads. Then, you flip it, and it lands on heads. You had a belief that the coin was going to land on heads, and that belief is true because it did land heads, so under the true belief theory, you knew that it was going to land on heads. But that is quite a stretch! Indeed, if you then tell someone that you ‘knew the coin was going to land on heads’, they would think you were either kidding (‘ha I KNEW it was going to land on heads’) or making too much of a fuss about your clairvoyant abilities.

    This thought experiment gives you a new piece of data: you can believe in something that is true, and still it might be better explained by plain old luck. Given this data, you go back to the drawing board, thinking backwards to revise that theory, and rinse and repeat. In this case, some might theorize that knowledge also requires the belief to be justified as well, and indeed justification might be weak in this case since you have no better reason to believe that the coin will land heads than tails. But thinking forwards again, the justified true belief theory runs into a famous paradox called the Gettier problem, whose implications are still hotly debated today. There are other theories too, including the theory that knowledge and belief ought to be distinctive concepts since the latter is a hotbed of pernicious paradoxes.

    “It sounds wrong”

    Many philosophical issues are identified by identifying a deduction in a theory that just, well, plain sounds wrong. For anyone used to the neat and tidy statistics of scientific experiments, this might seem horrifying.

    However, consider what both fields are trying to explain. Science constrains itself to what can be demonstrated by empirical evidence, so the data it is trying to explain are the records of events happening in the real world. The goal of a scientific theory has an analogous form: to predict the events that are going to happen in the real world.

    But philosophy has a wider ambition. While philosophy can use empirical evidence, a large part of philosophy is explaining why we have the intuitions we do, so its data often includes intuitive notions. The goal of many philosophical theories hence, again, has an analogous form: to predict the intuitive notions we would have to hold given a set of assumptions. Now, unlike in science where empirical evidence is empirical evidence, in philosophy we can, of course, challenge those intuitions directly as we think forwards towards a better picture of what they entail. Still, philosophy embraces intuition as one of its evidentiary tools, for it is partly about our intuition itself, just like how science is about empirical evidence.

    Nowhere is this more apparent than in the study of ethics, where elaborate theories are built upon our quite primal assessments of ‘right’ and ‘wrong’. Ethical dilemmas, even concretely specified ones, can be notoriously hard to assess because they might involve conflicts between multiple ethical considerations. For example, the famous trolley problem of choosing whether to sacrifice one to save five pits two revulsions against each other: our revulsion against unnecessary losses and our revulsion against singling out others to be harmed. To even reason about this and about similar problems, we would have to think backwards and devise a theory with which we can reason about these two revulsions accordingly. However, once we have a theory, we have an instrument for reasoning in explicit terms about moral dilemmas which we could earlier only assess at an implicit level. And by thinking forwards with a theory, we can test our ethical assumptions on new, perhaps less controversial cases, revealing where those assumptions really take us. Regardless, (orthodox) ethics research has to be constrained at least somewhat by ethical intuition. While it is fruitful to point out the myriad of contradictions and complications in folk ethical thought, the moment that an ethical theory endorses something that is so obviously, barbarously wrong is when most consumers of ethics would throw it in the bin.

    A controversial example

    One of the most politically inflammatory topics also turns out to be one of the most fruitful cases of why it is valuable to keep the distinction between thinking backwards and thinking forwards.

    Many social categories were, more often than today, tied to basic observable properties of an individual. Okay, because I’m treading a political minefield, sigh… I’ll clarify that by ‘basic’ I am disavowing the rhetorical functions of that word and by ‘observable’ I mean in terms of phenotype. Of course, if you look at many past societies and even some current societies, a combination of cultural practice and pressure (negative feedback mechanisms) certainly yields you many behavioral observations where reasoning with such rigid categories helps you explain a lot. And I think the key here is to separate the theory that such rigid categories explain and can predict these observations, and the theory of “I simply don’t like individuals within this category” which is so often smuggled in.

    It’s not just a cultural thing: generally, whether it’s about people or machines, when you have sufficiently strong negative feedback mechanisms in a system, you can approximately capture their behavior by looking at their attractors (a form of coarse-graining).

    However, when you think forwards from the ‘rigid category theory’ (for the lack of a better name), you quickly encounter its biggest limitation: the many, many, many instances where an individual with observable properties belonging to a specific category simply… doesn’t perform the actions associated with that category. Now, as I had mentioned, it applies more to some cultures than others. A culture which rigidly enforces the actions associated with a category would (if the negative feedback mechanisms in the culture function) not produce nearly as many such instances. But it is a serious enough problem to cast doubt on the rigid category theory.

    So that’s when you think backwards again and update the theory so it takes these cases into account. One modification is to explicitly model these cases as deviations from the behaviors that the rigid categories would predict. Another modification is to treat observable properties as only one property in a collection of other properties which altogether generate behavior. Yet another modification is to treat these properties, to some extent, as pragmatic social performances which may be advantageous in certain contexts. Without adjudicating their merits (and keeping in mind that they are not mutually exclusive), each modification can account for a different body of observations. For example, the first can account for individuals explicitly disavowing a culturally expected behavior, the second can account for the many studies that demonstrate a combination of variables to be more predictive of behavior than a single one, and the third can account for ‘campy’ performances of entrenched meanings associated to a basic observable property that nonetheless affect interactions with others.

    And perhaps, if I am going to make any huge controversial claim here, that when put this way, all three modifications are by themselves less controversial than they are portrayed. Just because a theory explains an observation does not mean it necessarily judges its goodness or badness. There are clear-cut examples of individuals disavowing a culturally ‘expected’ behavior, of many factors resulting in a better fit model (albeit relative to standard statistical measures) than one, and of individuals acting in a campy manner to secure some sort of reward. Each of these modifications has its own tired political debate, and I’d at least advocate for a more careful application of ethical theories rather than quick soundbites if we are going to settle those (and that goes for both sides!), but that’s just the baggage each has to trolley around.

    Not to mention that while a grand unified theory of social categories could plausibly incorporate all three of these modifications (and more) in some form, we might also go for a simpler theory when it comes to actually using it. Just because we use a simpler theory doesn’t automatically mean it is an endorsement of one ethical position over another, unless the theory explicitly elides some ethical premises or we decide to smuggle in a schema for translating descriptive premises to ethical ones.

    For example, when studying a society like Samoa where certain deviations from common social categories are legally recognized, we might first look to reason principally with a deviation-based model when discussing those deviations. Whether such a model predicts behavior depends principally on the form or efficacy of the negative feedback mechanisms in Samoan society related to matters like correlations between properties (e.g., whether social categories act in a sui generis manner, or whether a social category’s expected role may be exempted by certain other properties) and performance, on which I am no expert. Regardless, we can take all these considerations into account without ever endorsing or opposing either deviations, correlations between properties, or performances.

    We can also see that an advantage of carefully distinguishing the theory from the data is that it reduces the confusion as to the specific claims a theory makes. Here, we are treating these social categories as predictors of behavior, and nothing else. We could have another theory where these social categories are taken to be literally naming the observable properties to which they were historically tied, so that for example (tip-toeing my way here) a word like “tall” literally refers to height. That theory would certainly be good for, well, naming those properties, but the question of whether that theory can be extended to social or ethical prediction is a lot more controversial.

    Still, the next time you see a tired political flame war – and this is an actual ‘critical thinking’ tip that isn’t just vibes – try to see if the speaker has snuck in latent premises that allow descriptive statements (like “so-and-so is of this social category [due to these phenotypical features]”) to be transferred into ethical ones (the speaker has a fetish or vendetta regarding this category = “therefore they are good/bad”).

  • Clairo neighborhoods: the other form of gentrification

    Queen Street West, in Toronto (where I live), is the absolute archdiocese of Clairo neighborhoods. Credit Richie Diesterheft, CC BY 2.0.

    I’d say the vast majority of neighborhoods fall into three categories. First, you have the corporate concrete hellholes full of big businesses and chains. Second, you have more quaint neighborhoods such as suburbs. And third (as is common in Europe for example) you have mixed-use neighborhoods that resist being flattened into one stereotype.

    But today I want to talk about a fourth intriguing species of neighborhood that I can only describe by vibe. Think neighborhoods that are dotted by independent coffee shops, record stores, boutiques, art galleries, hipster joints, tote bag-carrying yuppies, and matcha smoothies (haha). Even just listing all these things, I think you’ll catch my drift here: it’s the upscale, artsy neighborhood where people curate themselves into a sanitized version of ‘cool’. And lacking a more bookish adjective, I’m just going to call this neighborhood the Clairo neighborhood.

    I’ve always been ambivalent about Clairo neighborhoods (and I’m sorry, as someone who is a suburb apologist themselves!) because as much as I appreciate the aesthetic, I also appreciate having money too, and I really don’t want to pay $8 for a coffee regardless of which parallel to the Equator the beans came from. I just exposed myself as a dirty McCafé consumer here. But to me, although I think Clairo neighborhoods are totally worth a visit, I do wonder why anyone would want to pay the premium to live in a place that surely, I’d reckon, gets old real fast. But the key being ‘to me’, because perhaps I’m just a curmudgeon without the gray hair.

    If Clairo neighborhoods exist, it means that there’s a market for them, and it means that there are legitimate reasons to live in such neighborhoods. After all, in Clairo neighborhoods, the tiny, neat boutiques have had to beat out much more mightier firms for the privilege of renting out the storefronts they occupy!

    So why do Clairo neighborhoods exist? Let’s overanalyze it!

    Two questions for every neighborhood

    When looking at cultures, I like to focus on two things: the forces which brought the culture into existence, and the forces which prevent the culture from falling into nonexistence.

    It’s very much an ecological approach: a culture exists to solve a problem, and needs mechanisms to enforce itself against events that can topple it.

    For Clairo neighborhoods, which really only exist in affluent countries where an $8 coffee isn’t a year of pay, the problems they solve aren’t life-or-death, and they don’t enforce themselves through, well, life-or-death mechanisms. So how can an ecological approach still be useful here?

    Let’s consider the first kind of neighborhood I described in this article: the corporate concrete hellholes. Big firms, for better or for worse, act very much like predators in the municipal ecosystem in that they can beat out other firms for commercial space, allowing them to gradually reshape entire neighborhoods in their own image. If they wanted to, the only thing stopping a clique of big firms from turning any neighborhood into their own are the laws of the city itself. So if other neighborhoods are the prey, they have to find ways to either make themselves less desirable as prey, or to actively resist being engulfed as prey. Also, unlike organisms which exist just because they are, neighborhoods need to justify their existence by serving a specific useful function.

    Why do Clairo neighborhoods exist?

    There have always been, in big cities, a large cohort of yuppies who actively seek the curated urban experience. Through the power of matcha, labubu, and Clairo, they want to feel cool, different, not like the other city plebeians (read: me) who think a $1 coffee at McCafé is hot shit. They’re at an age and a life stage where they’re most happy to pay premium prices for ephemeral purchases, versus even a wealthier yet older populace who has tightened the purse strings to save up for, say, mortgage payments. And conveniently, these yuppies are at the liminal zone where they have enough income to pay expensive rents and beat out poorer folk who might shape the neighborhood in a different way, but not enough income where they’d simply consider homeownership instead. That allows them to all mark their territory and establish Clairostan anywhere in the city.

    I know that I’m misusing the word “yuppie” here. Taken at its broadest definition, not every yuppie is into the Clairo neighborhood lifestyle. Still, if it weren’t for “yuppie”, I’d be calling them “Clairos”, so it’s the best I got.

    Still, there’s a problem: yuppies don’t want to move somewhere with no boutiques, but boutiques don’t want to setup somewhere with no yuppies (for there’d be nobody to buy their stuff). Given this bind, how could a Clairo neighborhood ever pop up into existence?

    There are actually two leading theories in urban sociology for this, but for Clairo neighborhoods specifically, I think they have some limitations.

    The first theory is the influential rent gap theory, where developers invest in poor neighborhoods since land is cheap there (it’s still land after all!) and they can mold them into richer neighborhoods. While it’s a good explanation for certain forms of gentrification (particularly the corporate hellholes), for Clairo neighborhoods specifically, the issue is that it isn’t large, powerful developers opening up boutiques. It’s your Merediths and Quinns and Sloanes who open up boutiques. They’re fundamentally small businesses. But with small businesses come the grim reaper of small business, cash flow issues, and small business owners cannot afford to invest in the future potential of a poor neighborhood. The $0 in their business account would say it all. Finally, Clairo neighborhoods often reappropriate old buildings instead of redeveloping them outright.

    The second theory is what I call the ‘artist theory’. Driven by low rents, artists move in and make a neighborhood ‘cool’ (although philistines will disagree), before the richer yuppies start to notice, “oh this neighborhood is cool and I want to be cool”, and move in to create Clairo neighborhoods. Yet, I think the issue here is that this requires the assumption that yuppies and boutiques are clambering to pour into a neighborhood because artists had revitalized it, and indeed this assumption has been challenged (e.g., Grodach et al.‘s analysis). And it certainly isn’t the artists subsidizing the boutiques. Boutiques still need a steady stream of yuppies with upper-middle-class incomes to survive. Again, cash flow!

    It’s not that neither of these theories have no merit, but they do need a bit of adaptation to explain Clairo neighborhoods specifically. So here, I will propose my even more speculative theory.

    The catalyst theory

    Almost any urban neighborhood has a number of yuppies and thus at least a bit of demand for boutiques. Even in the most roughshod neighborhoods, you’ll find at least one boutique that somehow manages to survive, but it is the few yuppies in the rough that let them chug on another day. It helps that boutique goods are not as easily commodified as everyday consumer goods, so boutiques can’t get cannibalized by other businesses. It’s a nice equilibrium that allows Claironess to linger in any sizeable neighborhood.

    But certain events can elicit a mass migration of yuppies into a neighborhood even when the neighborhood doesn’t have a lot of boutiques. One notable example is housing demand shocks (per Guerreri et al.‘s endogenous gentrification theory): there’s a recorded pattern of richer individuals, including yuppies, moving into neighboring poor neighborhoods due to those shocks as they can enjoy the lower rents in a tough housing market while staying close to the rich neighborhood for its amenities. Indeed, yuppies also typically don’t want to be encircled by the hood. Another example may be a lot simpler: being close to the central business district of a city (where yuppies are more likely to work) without having to pay the exorbitant prices to rent there. This may be pertinent in newer cities where it takes time for professional firms to even establish their footing.

    Yet, regardless of how the yuppies initially ended up in a neighborhood, I propose that at some critical mass, the neighborhood has enough demand for boutiques that it becomes desirable to yuppies because of those boutiques. As more yuppies move in, they generate more demand for boutiques, which makes even more yuppies move in. A classic positive feedback loop that manufactures a Clairo neighborhood in the end.

    Reconciling the other theories

    My catalyst theory doesn’t fully disavow the rent gap theory, because boutiques can open up in response to prospective yuppie demand – but only when the yuppie influx has already been catalyzed.

    Yet, although I still see how yuppies may be drawn to neighborhoods with a bunch of art galleries, I think the key results that the artist theory explains, such as many Clairo neighborhoods being formerly populated by artists, can be explained by a competition between artists and yuppies for the low rents and the property types that dominate these neighborhoods. Both artists and boutiques like small storefronts that don’t cost a fortune to rent, and both don’t mind working with improvised spaces like old industrial buildings. And yuppies do love to appropriate the arts to curate this image of being refined or whatever, but that doesn’t mean the artists are gentrifying the neighborhood. Make no mistake, the yuppies and the boutiques they help bring to existence are doing the work. They just do a good job making campy caricatures of artistic joints.

    Perhaps though, without intending to, I am vindicating the artists in their ‘role’ in gentrifying neighborhoods. Gentrification has to, by definition, occur in a less wealthy neighborhood, and it just so happens that artists often reside in, well less wealthy neighborhoods. If there is often a phase where artists formerly reside in a gentrified neighborhood, I reckon it was, aside from the reasons I stated above, also because the neighborhood used to actually be affordable to artists before the damn yuppies took over, not because of some grand conspiracy by artists to kick out their equally broke neighbors. Besides, you have gentrification happening in neighborhoods that are full of average Joes trying to make ends meet, but they are in no way responsible for gentrification.

    How do Clairo neighborhoods continue to exist?

    So now, what stops the big firms from turning Clairostan into Walmartstan or Starbucksstan or yet another corporate hellhole? Let’s consider where these Clairo neighborhoods are usually located: often, in places where the properties are inhospitable to high-volume retail. Think formerly industrial or flat out broke areas in a city.

    That’s an important detail because most big firms are not specialty firms. They are first and foremost built upon a serving a (usually mediocre) product at huge scale. Part of achieving such scale is finding the right commercial spaces where they can intercept a lot of traffic and serve many consumers at once. Big firms win not necessarily by having high margins but by achieving high market penetration. Despite flirting with boutiques, there has been a bit of a consensus among big firms in the last 20 or so years (summarized by the excellent book How Brands Grow) to not fixate on serving a small base of loyal consumers, but to simply do what they have always done best: flexing their massive marketing budgets to reach as many consumers as possible. Coca-Cola wants everyone to enjoy a Coke, but Meredith’s Boutique Smoothie Store is happy serving septum-pierced dyed-hair hippies espousing the banality of privilege for the rest of their existence.

    Indeed, even big firms have a niche: they make huge capital investments that pay off in the end because each investment they make multiplies the effectiveness of the other investments they make. For example, investing in advertising can be surprisingly useless until investments are made in making the brand available to buy everywhere, in which case the brand capital becomes an absolutely killer asset. As a result, big firms can not only afford to make huge investments despite their competitors also making similarly huge investments, but their entire business model revolves around huge investment. A big firm simply does not stay big for long if they do not spend big. As an example, Walmart would go broke under the weight of their fixed costs if they scrapped all their big-box stores and established little boutiques in Clairo neighborhoods. Even imagining this fictitious scenario is hard!

    Which neighborhoods do big firms like to work their business model, and thus their particular flavor of gentrification on? They prefer neighborhoods where either (a) the existing properties there are suited for high-volume retail or (b) they can easily build new properties suited for high-volume retail. They want large storefronts, gargantuan lots, and plenty of square feet. Those properties are expensive, but it is precisely the big firms who afford it (because they have the capital) and reap the massive rewards (because those properties multiply the effectiveness of their other investments).

    So, one reason why big firms shy away from Clairo neighborhoods is because the existing properties in Clairo neighborhoods are way better suited for low-volume retail. The narrow storefronts, tiny lots, and almost claustrophobic stores are perfect for boutiques, but (almost) nonsensical for big firms as it simply doesn’t fit their business model. Not only that, but rents for those commercial spaces are still expensive. Clairo neighborhoods are usually not located in the slums or the outskirts because then there would be no yuppies to fund them. Altogether, although big firms can wave their wallets to monopolize these stores, and they eventually will try to expand into those commercial spaces because market penetration is part of the business model, big cities present a variety of bigger fish to fry: there’s always a new development in a more mainstream neighborhood for them to bid over. There might be 1 or 2 aberrant Starbucks in a Clairo neighborhood, with a local goth-embossed Meredith working there to bring them closer to the ‘people’, but Starbucks is way more concerned about the hottest new high-rise in the city that promises to bring in a waterfall of foot traffic.

    Big firms like Ingvar Kamprad Elmtaryd Agunnaryd… uhh, well, IKEA… like it BIG. Could you imagine an IKEA in a 2-inch wide storefront? Credit via.tt.se, CC BY-SA 4.0.

    And where you don’t have big firms, you have smaller businesses trying to make ends meet. But if rents are still expensive, how do they do it? Well, as we mentioned, the residents of Clairo neighborhoods are a lot less concerned about price than the average Joe so long as the product is a curated aesthetic stereotype.

    In Clairo neighborhoods, boutiques can afford to set prices high without scaring off too many potential consumers, which allows them to pursue a business model of maximizing margin instead of volume.

    And I’ll say that for most retail businesses in most places, this is an awful business model. Retail is the one industry where, if you’re not a luxury brand with a reputation that far outpaces your product, it’s almost compulsory to pursue volume instead of margin. If you try to greed margin too much, competitors can easily undercut you (and no, consumers aren’t as loyal as you think), but volume is easy because distribution is easy in retail compared to other industries. Yet, Clairo neighborhoods aren’t ‘most places’. Undercutting is not nearly as effective when consumers literally want to pay to feel fancy, and the claustrophobic commercial spaces that dominate Clairo neighborhoods do not fit a volume strategy very well. Again, you can’t setup a Walmart in a shoebox.

    Clairo neighborhoods are the one place on this green Earth where margin-first boutique retailers aren’t just fish waiting for the volume-first sharks. Better yet, it’s where their few advantages over volume-first retailers can shine, which explains why they also win against small yet functional businesses (think places like convenience stores) in Clairo neighborhoods. Margin-first businesses can operate with lower fixed costs, since they can get away with keeping less product in their inventory (or as the cool kids call it, ‘curation’) and they can operate with fewer employees since still, overall demand is lower. You may just need one or two Merediths operating in a Ratatouille-sized space to operate a matcha smoothie joint.

    Also, on a related point, curation also helps to explain why these businesses don’t just experience crippling cash flow issues (the #1 cause of small business failure, and it’s not even close) despite inconsistent cash flow. If Meredith doesn’t like matcha anymore but suddenly wants ube or something, well, the store doesn’t need to hold large inventories of matcha anymore. Volume-first stores don’t get the easy luxury of suddenly discontinuing an essential good.

    Ultimately, Clairo neighborhoods continue to exist because of three things: the people want to pay a premium for curated coolness, the property is unusually suited for purveyors of such things, and there are other possibilities in the area for big firms wanting to mark their territory. Call it the three Ps of Clairo neighborhoods.