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 conversation around taste tends to focus on what it takes to develop it, but not what it takes to use it and unlock its potential, which is confidence .

Having and developing taste is one thing, but remaining connected to our taste is another. In order to take advantage of our taste, we have to be able to access its insights and guidance, which ... See more