Sublime

Taste is inescapable; it involves “the most everyday choices of everyday life, e.g., in cooking, clothing, or decoration,” the French sociologist Pierre

Taste seems to possess two main functions. (1) It invites us, by arousing our pleasure, to repair the constant losses which we suffer through our physical existence. (2) It helps us to choose from the variety of substances which Nature presents to us those which are best adapted to nourish us.

Thanks to taste regimes, we get more joy out of the everyday. We also adopt a new mechanism for social distinction and status signaling. A taste regime provides social links and holds a taste community together, and sets apart one taste community from another.

Smell works at a distance; taste works through contact.

Taste is how a business differentiates itself when attention is scarce and choice is abundant. Knowing what to make is just as important as the ability to make it.

Taste is developing a refined sense of judgment and finding the balance that produces a pleasing and integrated whole.