Cultivating taste

Taste is about discovery, having interest in things, and making a lot of mistakes. It’s about trying to find the authentic set of choices that both reflect your own background, but also the choices and discoveries that you have made consciously and deliberately. It's always changing and it's also always in reflection of what everyone else is doing ... See more

Taste bridges personal choice (identity), societal standards (culture), and the pursuit of validation (attention).

Developing taste is an exercise in vulnerability: it requires you to trust your instincts and preferences, even when they don’t align with current trends or the tastes of your peers. Because while having taste is cool, taste itself reflects a certain type of uncool earnestness – a commitment to one’s own obsessions and quirks.

As we drown in AI-generated content, the person who can confidently say "this, not that" becomes invaluable when everyone else is paralysed by too many choices.

when execution becomes trivial, direction becomes essential.

Taste isn't some mysterious gift bestowed at birth—it's simply what happens when you pay close attention to what moves you.

When creative options are nearly limitless, people with the ability to make bold, stylish choices will be in demand. And this will be true not just for creative industries such as writing, filmmaking and advertising but for business of all kinds. Knowing what you want — and having a sense of what will resonate with customers — will be the core huma... See more

I’ve come to believe that developing taste is not so unlike going to therapy; it’s an inefficient, time-consuming process that mostly entails looking inward and identifying whatever already moves you.