Some people know more than you do.

At least, they know something different from what you know. One of the best places to find some of these people is at an easy-to-use video platform called Big Think.

The cleanly edited vault of videos at Big Think is a direct antithesis to the chaos of YouTube. The site, which launched two months ago, was founded by two graduates of Harvard University, Peter Hopkins and Victoria Brown.

“We interview thought leaders from almost every pursuit. From rock star to Nobel Laureate, our aim is to collect the thoughts and expertise of these individuals and use it to catalyze a global conversation around issues and ideas,” Brown, 33, said via e-mail.

There are about 200 “thought leaders” from around the world (mainly the United States) who weigh in at Big Think on a wide spectrum of topics: consumerism, oil, love, fashion, family, music, creativity, corporate structures, Iran, politics, religion… the list goes on (literally, on the left side of the ‘Browse Experts’ page).

Some topics are user-generated – BigThink has about 20,000 subscribers who comment on interviews and pose (and answer) questions. It also features a blog, on which editors provide context for or commentary about certain videos.

Experts include professors, politicians, authors, historians, musicians, CEOs, yogis, writers, editors – ranging from people whose names are well known (John McCain, Ted Kennedy, John Legend – and soon, Noam Chomsky) to folks with less recognisable names (Shashi Tharoor, former UN under secretary general for communications; Jim Woosley, former director of the CIA or David Rubenstein, managing director of The Carlyle Group).

Many of these experts speak about multiple topics – author and historian David McCullough discusses several of his works, for example. Other authors discuss not only their works, but also topics like the creative process or what sort of involvement the outside world should have in modern Africa.

Some topics are more evergreen than others – McCain is featured on the front page discussing America’s foibles in Iraq. Dutch feminist Ayaan Hirsi Ali, a fellow at the American Enterprise Institute, answers the question, “Who is the Muslim woman?”. Experimental psychologist Steven Pinker talks about the developmental process of learning language.

Brown said it was initially challenging to get interviews. But once Big Think got a few, it snowballed.

“Now we are being asked by incredible people about the possibility of having them participate,” she said. Brown added that she and Hopkins – two of the five people working full time on the site – are looking to increase participation from EU “thought leaders”.

Videos are edited in a unique style – the interviewer is not visible or audible. Instead, the subject appears (interviews are done in a studio or via webcam) in front of a clean white background. A 15-20 second introductory animation serves as branding and poses the question or topic at hand. The crispness of the editing and layout of the site itself makes it easy to focus on what the subject is saying. Sometimes there are transcripts or subtitles to aid in understanding.

The site targets people around the globe who, as Brown said, “Care about their world and what is going on.”

Brown and Hopkins have both said they hope their site can be a resource for students and professionals.

Big Think videos live simultaneously in several categories: They’re sorted into metaphysical categories, like “identity”, “Love & Happiness”, “Faith & Beliefs”. Then there are physical categories: “Arts & Culture”, “History”, “Policy & Politics”, “Science & Technology”. It’s also possible to browse by expert or by idea. This should be pleasing to the increasing number of media watchdogs who say (rightly so) that the changing role of journalists is one that very much includes sorting information, prioritizing information – making it easier for people to find information.

The content on the site is also easy to e-mail, embed and add to Facebook, Digg, or De.li.cio.us accounts. Terms and Conditions of the site explain that its content is not for commercial use, but can be used for personal or non-commercial use as long as no intellectual property rights are violated.

Brown said the site’s business model is a combination of advertising and sponsorship.

The site began with funding from folks like Lawrence H. Summers, an economist, former US Treasury secretary and former president of Harvard University. A handful of others, like Peter Thiel, co-founder of PayPal, and Tom Scott, who founded and sold the jice company Nantucket Nectars and television producer Gary David Goldberg (of Spin City and Family Ties), also contributed.

Published: March 25, 2008