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Once you do, though, you may just come to trust their opinion and taste more than a traditional retailer’s—especially when those retailers are increasingly stocking the same brands and the same products, with no discernible point of view.

There's another consequence of people's desire to achieve goals quickly and without risk: the elimination of surprise. Funnels and tubes emphasize efficacy and predictability, and these take precedence over other values like creativity, boldness, vulnerability, embodiment, etc.

In every line of copy we write, we’re either serving the customer’s story or descending into confusion; we’re either making music or making noise.

"The clearest way to make a 10x improvement is to invent something completely new. If you build something valuable where there was nothing before, the increase in value is theoretically infinite. A drug to safely eliminate the need for sleep, or a cure for baldness, for example, would certainly support a monopoly business."

Appreciation is a form of taste. Creation is another. They are often intertwined, but don’t have to be. Someone could have impeccable taste in art, without producing any themselves. Those who create tasteful things are almost always deep appreciators, though. Mark Ronson listens to and loves *a lot* of music. Samin Nosrat tries and savors *a lot* o... See more