We're in the era of modern software companies as lifestyle brands. We've passed the basic utility phase; now, it's about delivering an experience and forging an identity that resonates with the aspirations and values of your audience. UX has become a fashion statement, and standout products have style. We'll see: - Haute Couture software - Luxury software - DIY software - Economy software - Indie software Notable examples: - Arc - Linear - Amie - Pitch - Craft - Arena - Superhuman - Loop - June - Campfire/Once - Notion/Notion Calendar