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The lines between technology and culture are blurring. And so, it’s no longer enough to build great tech.

Whether in expressed via product design, brand, or user experience, taste now defines how a product is perceived and felt as well as how it is adopted, i.e. distributed — whether it’s software or hardware or both. Technology has become deeply intertwined with culture.3 People now engage with technology as part of their lives, no matter their location, career, or status.

founders are realizing they have to do more than code, than be technical. Utility is always key, but founders also need to calibrate design, brand, experience, storytelling, community — and cultural relevance. The likes of Steve Jobs and Elon Musk are admired not just for their technical innovations but for the way they turned their products, and themselves, into cultural icons.

The elevation of taste invites a melting pot of experiences and perspectives into the arena — challenging “legacy” Silicon Valley from inside and outside.

B2C sectors that once prioritized functionality and even B2B software now feel the pull of user experience, design, aesthetics, and storytelling.

Arc is taking on legacy web browsers with design and brand as core selling points. Tools like Linear, a project management tool for software teams, are just as known for their principled approach to company building and their heavily-copied landing page design as they are known for their product’s functionality.4 Companies like Arc and Linear build an entire aesthetic ecosystem that invites users and advocates to be part of their version of the world, and to generate massive digital and literal word-of-mouth. (Their stories are still unfinished but they stand out among this sector in Silicon Valley.)

Any attempt to give examples of taste will inevitably be controversial, since taste is hard to define and ever elusive. These examples are pointing at narratives around taste within a community.

So how do they compete? On how they look, feel, and how they make users feel.6 The subtleties of interaction (how intuitive, friendly, or seamless the interface feels) and the brand aesthetic (from playful websites to marketing messages) are now differentiators, where users favor tools aligned with their personal values. All of this should be intertwined in a product, yet it’s still a noteworthy distinction.

Investors can no longer just fund the best engineering teams and wait either. They’re looking for teams that can capture cultural relevance and reflect the values, aesthetics, and tastes of their increasingly diverse markets.

How do investors position themselves in this new landscape? They bet on taste-driven founders who can capture the cultural zeitgeist. They build their own personal and firm brands too. They redesign their websites, write manifestos, launch podcasts, and join forces with cultural juggernauts.

Code is cheap. Money now chases utility wrapped in taste, function sculpted with beautiful form, and technology framed in artistry.

The dictionary says it’s the ability to discern what is of good quality or of a high aesthetic standard. Taste bridges personal choice (identity), societal standards (culture), and the pursuit of validation (attention). But who sets that standard? Taste is subjective at an individual level — everyone has their own personal interpretation of taste — but it is calibrated from within a given culture and community.

Taste manifests as a combination of history, design, user experience, and embedded values that creates emotional resonance — that defines how a product connects with people as individuals and aligns with their identity. None of the tactical things alone are taste; they’re mere artifacts or effects of expressing one’s taste. At a minimum, taste isn’t bland — it’s opinionated.

The most compelling startups will be those that marry great tech with great taste. Even the pursuit of unlocking technological breakthroughs must be done with taste and cultural resonance in mind, not just for the sake of the technology itself. Taste alone won’t win, but you won’t win without taste playing a major role.

Founders must now master cultural resonance alongside technical innovation.

In some sectors—like frontier AI, deep tech, cybersecurity, industrial automation—taste is still less relevant, and technical innovation remains the main focus. But the footprint of sectors where taste doesn’t play a big role is shrinking. The most successful companies now blend both. Even companies aiming to be mainstream monopolies need to start with a novel opinionated approach.

I think we should leave it at “taste” which captures the artistic and cultural expressions that traditional business language can’t fully convey, reflecting the deep-rooted and intuitive aspects essential for product dev

LinkedIn, Reddit, and Blind abound with enraged job applicants and employees sharing tales of how difficult it is to book paid leave, how Kafkaesque it is to file an expense, how nerve-racking it is to close out a project. "I simply hate Workday. Fuck them and those who insist on using it for recruitment," one Reddit user wrote. "Everything is non-intuitive, so even the simplest tasks leave me scratching my head," wrote another. "Keeping notes on index cards would be more effective." Every HR professional and hiring manager I spoke with — whose lives are supposedly made easier by Workday — described Workday with a sense of cosmic exasperation.

If candidates hate Workday, if employees hate Workday, if HR people and managers processing and assessing those candidates and employees through Workday hate Workday — if Workday is the most annoying part of so many workers' workdays — how is Workday everywhere? How did a software provider so widely loathed become a mainstay of the modern workplace?

This is a saying in systems thinking: The purpose of a system is what it does (POSIWID), not what it fails to do. And the reality is that what Workday — and its many despised competitors — does for organizations is far more important than the anguish it causes everyone else.

In 1988, PeopleSoft, backed by IBM, built the first fully fledged Human Resources Information System. In 2004, Oracle acquired PeopleSoft for $10.3 billion. One of its founders, David Duffield, then started a new company that upgraded PeopleSoft's model to near limitless cloud-based storage — giving birth to Workday, the intractable nepo baby of HR software.

Workday is indifferent to our suffering in a job hunt, because we aren't Workday's clients, companies are. And these companies — from AT&T to Bank of America to Teladoc — have little incentive to care about your application experience, because if you didn't get the job, you're not their responsibility. For a company hiring and onboarding on a global scale, it is simply easier to screen fewer candidates if the result is still a single hire.

A search on a job board can return hundreds of listings for in-house Workday consultants: IT and engineering professionals hired to fix the software promising to fix processes.

For recruiters, Workday also lacks basic user-interface flexibility. When you promise ease-of-use and simplicity, you must deliver on the most basic user interactions. And yet: Sometimes searching for a candidate, or locating a candidate's status feels impossible. This happens outside of recruiting, too, where locating or attaching a boss's email to approve an expense sheet is complicated by the process, not streamlined. Bureaucratic hell is always about one person's ease coming at the cost of someone else's frustration, time wasted, and busy work. Workday makes no exceptions.

Workday touts its ability to track employee performance by collecting data and marking results, but it is employees who must spend time inputting this data. A creative director at a Fortune 500 company told me how in less than two years his company went "from annual reviews to twice-annual reviews to quarterly reviews to quarterly reviews plus separate twice-annual reviews." At each interval higher-ups pressed HR for more data, because they wanted what they'd paid for with Workday: more work product. With a press of a button, HR could provide that, but the entire company suffered thousands more hours of busy work. Automation made it too easy to do too much. (Workday's "customers choose the frequency at which they conduct reviews, not Workday," said the spokesperson.)

At the scale of a large company, this is simply too much work to expect a few people to do and far too user-specific to expect automation to handle well. It's why Workday can be the worst while still allowing that Paychex is the worst, Paycom is the worst, Paycor is the worst, and Dayforce is the worst. "HR software sucking" is a big tent.

Workday finds itself between enshittification steps two and three. The platform once made things faster, simpler for workers. But today it abuses workers by cutting corners on job-application and reimbursement procedures. In the process, it provides the value of a one-stop HR shop to its paying customers. It seems it's only a matter of time before Workday and its competitors try to split the difference and cut those same corners with the accounts that pay their bills.

Workday reveals what's important to the people who run Fortune 500 companies: easily and conveniently distributing busy work across large workforces. This is done with the arbitrary and perfunctory performance of work tasks (like excessive reviews) and with the throttling of momentum by making finance and HR tasks difficult. If your expenses and reimbursements are difficult to file, that's OK, because the people above you don't actually care if you get reimbursed. If it takes applicants 128% longer to apply, the people who implemented Workday don't really care. Throttling applicants is perhaps not intentional, but it's good for the company.