Taste and Craft

Hook

As robots take over the doing, taste is what sets us apart. But do we even know what it is?

Problem

Lately, there’s been a lot of talk about taste. It’s treated like some distant cousin of craft, something abstract. But taste matters more now, as the execution side of things becomes more automated.

The funny thing is, most of us struggle to define taste. We know it’s important, but when asked what it is, we hesitate. Everyone has a different answer. And that’s ironic—taste could be the last human advantage over machines, yet we’re not sure how to describe it.

So, as I sit here with a quiet moment before my kids wake up, I want to give you my take on what taste is and why it matters.

Taste is the compass for great work.

Taste is the muscle that lets us articulate why something is great—and why something else falls short.

Taste is knowing why we say no to all that, so we can say yes to this.” Taste gives us the discipline to say ‘no’ to the many, so we can say ‘yes’ to the one thing that truly matters.

Taste is the clarity that leads to simplicity that leads to longevity. Taste clarifies decisions, simplifies execution, and ensures longevity in a world of fleeting trends.