Style matters to our economy, our society, and to each of us personally — it allows us to communicate who we are and who we want to be. While it is widely understood that style is the driving force behind consumer purchasing decisions in things like clothing, I’d argue that the same has become true in technology and software as well.

As technology advances, software will increasingly be chosen not just for how well it addresses its use case, but how it conveys its personality, similar to how we choose our clothes. We’re already beginning to see this shift. In highly individualized spheres like note-taking tools and consumer crypto, software is often chosen based on identity. Wh... See more