Dieter Rams

Taste becomes the ultimate defensive barrier in the AI era In a landscape where artificial intelligence can generate code, copy, and design in seconds, technical execution is no longer a differentiator. The bottleneck has shifted from who can build a product to who can make a product people actually care about. Sam Parr argues that taste is the primary moat of the future. When utility is commoditized, the ability to appeal to human emotion and identity becomes the highest-paid skill. This guide outlines how to transform an abstract sense of style into a tactical, repeatable process for better decision-making in business and life. Tools for the journey of aesthetic discovery Developing taste is not a passive activity; it requires specific references and rigorous study. To begin this process, you will need a curated library of influences. Parr specifically recommends Status and Culture by David Marks to understand the academic mechanics of identity. For those interested in fashion, Dressing the Man serves as a foundational text. Digital tools like Instagram or Figma are essential for the collection and recreation phase, while an "archivist" mindset—digging into the history of your specific field—acts as the ultimate catalyst for depth. The sequential path from imitation to intuition The development of taste follows a strict four-step progression. First, you must **decide what you want to say**. This is the identity phase. You are choosing a language—whether it is the minimalism of Braun or the grit of American workwear. Second, you must **blindly copy your heroes**. Much like a musician learning Jingle Bells before writing a symphony, you should recreate the work of others pixel by pixel or word for word. This "copy work" builds the muscle memory of excellence. The third step involves **learning the underlying rules**. Once you have copied the work, you must investigate why it works. Why does Stripe feel trustworthy? Why does a specific chord progression create tension? You are looking for the "theory" behind the aesthetic. Finally, you must **study the history**. Understanding the lineage of a style—how Bauhaus design influenced the iPod—provides the framework and constraints necessary for authentic communication. Troubleshooting your stylistic development Many beginners fail because they jump between styles without depth, leading to a fragmented identity. If your work feels uninspired, return to step two: more copy work. If you find yourself following the crowd, you likely haven't reached the historical study phase yet. Parr notes that while good taste follows the rules, great taste requires breaking them. However, you cannot break a rule you don't fully understand. If your "taste" feels like a costume, ensure your lifestyle choices are congruent with the identity you are trying to project. The dual dividend of aesthetic mastery Committing to this process yields both economic and personal benefits. Professionally, having good taste allows you to build brands that command premium prices and foster deep loyalty, much like Steve Jobs did at Apple. Personally, it provides a sense of "richness in the soul." Surrounding yourself with beauty and understanding the "why" behind your preferences leads to a more intentional, satisfying life. Ultimately, taste is the bridge between raw capability and human connection.