Taste Is a Moat: Why Human Judgment Matters More Than Ever
The phrase "taste is a moat" has become a defining philosophy for the AI era. It suggests that when machines can generate vast amounts of content instantly, human taste and judgment become the most significant, non-replicable competitive advantage.
What Is a "Moat"?
In business, a "moat"—a term popularized by Warren Buffett—refers to a sustainable competitive advantage that protects a company from rivals.
The argument is compelling: while AI tools can automate execution and produce competent work (often described as "polished, average work" or "AI slop"), they struggle to replicate the nuanced cultural intuition, discernment, and point of view that defines true taste.
Why Taste Acts as a Protective Barrier
It's Non-Replicable
AI can't easily capture the specific, implicit behavioral data, cultural intelligence, and unique perspective that forms a brand's or individual's taste. Your lived experiences, your influences, your particular way of seeing the world—these aren't in any training dataset.
It's About Editing, Not Just Creation
In a world of infinite options, the ability to know what not to do, what to leave out, and what choices "feel right" is where true value lies. Anyone can generate a hundred variations. Taste is knowing which one matters.
It Requires Conviction and Risk
Taste demands having a clear point of view and the confidence to make decisions that might go against data or consensus. Brands with taste don't try to please everyone—they serve a specific sensibility, which builds authentic, devoted communities.
It's Predictive
Data reveals what worked in the past. Taste helps predict what will resonate in the future—sensing which aesthetics are rising or falling before the numbers confirm it.
The Origin of the Idea
The concept gained significant traction following a quote from Figma CEO Dylan Field:
"Taste is your only differentiator now."
This insight has become a frequent topic in tech and design circles, especially among founders, venture capitalists, and creatives grappling with what AI means for their work.
The Bottom Line
When everyone can build anything with AI, the rarest skill becomes knowing what's worth building.
Execution is becoming commoditized. Direction is not. In a world drowning in content, the ability to discern what deserves to exist—and what doesn't—is the ultimate competitive advantage.
Taste isn't just about aesthetics. It's about judgment, conviction, and the courage to make choices that matter.
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