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 bigger challenge needed to build a lasting business: scaling your taste, not just into a single object, but into an organization that can build and distribute many products that reflect that taste.

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 bigger challenge needed to build a lasting business: scaling your taste, not just into a single object, but into an organization that can build and distribute many products that reflect that taste.

Evan Armstrong • The Art of Scaling Taste

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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.

Evan Armstrong • The Art of Scaling Taste

Kaustubh Sule added

We are in an age of noise.

The frameworks that got us here, of jobs-to-be-done or product-market fit, will be insufficient going forward. For founders to have extraordinary outcomes, they will have to find alpha in markets that aren’t easily understood.

Which is to say, technology alone won’t be enough. The other essential ingredient will be taste.... See more

Evan Armstrong • Want to Build? Technical Excellence Won’t Be Enough.

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“In a world with scarce attention and many choices, taste sets a business apart. Knowing what to make is as important as the ability to make it.”

Elan Miller • How to Thrive as a Designer in the Age of AI

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Taste is easily defined as the ability to discriminate between the valuable and the expandable. It’s another word for Good Judgment. When you decide whether to eat sushi or calamari for dinner, you're in fact erecting a hierarchy of value, and passing judgment according to said hierarchy. If you choose sushi, that is because you've deemed it best f... See more

Alpha • On Founder Taste

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There’s an even bigger challenge needed to build a lasting business: scaling your taste, not just into a single object, but into an organization that can build and distribute many products that reflect that taste

Evan Armstrong • The Art of Scaling Taste

Kaustubh Sule added

Like many writers before me, I tend to lean on vague hand-waving when the need to define taste, or rather, good taste, arises. A common trope is to use the phrase US Supreme Court justice Stewart famously gave to describe obscenity, a similarly hard-to-describe bedfellow of taste, in 1964: “I know it when I see it.” In design, good taste can be kno... See more

Elizabeth Goodspeed on the Importance of Taste – And How to Acquire It

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Taste is a double-edged sword. Because it is ephemeral, you’re untouchable if you have it. Competitors won’t be able to copy it—what is there to copy? You can expand products as rapidly as MSCHF has without any negative consequences. But taste can also disappear quickly. If the artists collective loses touch with what makes them special, their adva... See more

Evan Armstrong • The Art of Scaling Taste

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Code is cheap. Money now chases utility wrapped in taste, function sculpted with beautiful form, and technology framed in artistry.

But what exactly is taste? The dictionary says it’s the ability to discern what is of good quality or of a high aesthetic standard . But who sets that standard? Taste may be subjective, but within a given culture or co... See more

Taste Is Eating Silicon Valley.

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