Background: Why we’re building this directory

Towards the end of 2007, we set out to build what we hope will become the world’s largest people directory. The web is a crowded place and it has traditionally done a very poor job of dealing with people data; as such, we believe it is time for a central, standardized directory that is organized around the lasting elements that are tied to individual identity: learning, interests, and work. In creating this directory, we hope to provide a useful utility for individuals to better promote their work, connect with opportunities, and control their online identity. We employ a team of editors and ask that users adhere to strict content guidelines to ensure informational integrity across the directory.

The site was started in mid 2007 by Dan Birdwhistell, 28 and Ben Sinclair, 28.

Why There is No Central Directory: The web began with content to attract users. Then came networks to retain users. Then communities grew outward from (or around) these networks to re-shape and create new content. In this process, individuals typically assumed aliases and avatars to represent their identity. As concerns over privacy and identity theft grew in the late 90's and early 00's, users and networks alike chose to further entrench aliasing and anonymity; however, scattered bits of people data began to emerge on the public. This created a problem: the web was finding people data, but the people themselves had little control over what information search engines found and presented about them, and at the same time, social networks that increasingly had "good data" were organized to keep data in rather than let it out. This is when the web became sloppy in regards to information about people.

More recently, leading web companies and networks (LinkedIn, Facebook, Google, etc.) have begun to become more open by encouraging "public profiles" that contain tidbits of information; however, their motivation is still to put out just enough information to attract new users. In the past year, a number of VC-backed companies have entered this space (Naymz.com, PeekYou.com, Wink.com, etc.), but their model is based on aggregating profiles from various existing networks. All of these efforts fall short of building a new, central directory that is both interesting and of high integrity.

Building a New Standard for People Data on the Web: Much of the people-focused web is designed to engage the user for an extended period of time. This means that much of the information and activity is centered around social and playful elements. To build a lasting public directory, one must care less about user engagement than building a database that is scaleable, easy to update, and will stand the test of time. To do this, we chose to organize it around four primary data points: education (schools), interests and experiences (affiliations), work (companies and industry groups), and cities. These elements are both telling and lasting, and we have arranged them in a way that we find both interesting and aesthetically pleasing. We hope these pages thus become as commonplace as the white pages.