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.

there was a time, not that long ago when launching a product meant running the gantlet. you needed press. you needed distribution. you needed to get on the calendar of some techcrunch reporter who would decide if you were worth covering. your launch narrative wasn’t yours. it was borrowed prestige, wrapped in corporate euphemisms, stripped of heat.