What We Talk About When We Talk About Taste

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

Developing Taste

When the first car came out, consumers didn't care about its color, or silhouette, because the competition was a horse.1 But now that cars have been commoditized, quality and details have become more important than ever.

The same applies to software. Simply shipping a product that works is no longer enough, everyone can do that, espe... See more

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