It’s All Sweetgreen

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.

There’s an even b... See more

The bigger issue is this: in today’s brand ecosystem, the word “luxury” has become virtually meaningless. It’s been flattened, diluted, and reduced to a vibe. So what actually qualifies as luxury anymore?

I texted my friend Amanda Mull, a journalist at Bloomberg Businessweek , and she said something that immediately hit:

“This is Bernard Arnault’s fa

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