taste

Maybe if you spin it in the right kind of way with the right kind of confidence and a baseline level of taste anything can be cool?

Taste is the bone-deep feeling that you’ve made something good. It is a sense, inexplicable and ephemeral.

Relativism is fashionable at the moment, and that may hamper you from thinking about taste, even as yours grows. But if you come out of the closet and admit, at least to yourself, that there is such a thing as good and bad design, then you can start to study good design in detail. How has your taste changed? When you made mistakes, what caused you... See more

taste can be a practice—a result, even, of living authentically.

The problem you solve for customers is increasingly one they can’t even articulate for themselves . The ones that are easy to understand have already been built and funded over the last 20 years. Building something of true excellence will require a hungrier engagement with the world—and that will have to start with developing superior taste.