Capital-T Taste doesn't exist

Taste is the bone-deep feeling that you’ve made something good. It is a sense, inexplicable and ephemeral. But it’s also a tangible skill that’s increasingly essential. Taste is how a business differentiates itself when attention is scarce and choice is abundant. Knowing what to make is just as important as the ability to make it.

The mimetic urge to simply ‘acquire Taste’ reveals why it does not come naturally to many. It’s oxymoronic.

Taste, like wine, demands terroir: the grit, the grind, and the unglamorous labour of digging deeper

At its core, taste is a love letter to effort.