Story thread · 2 reports / 1 sources

Having ‘good taste’ won’t save designers

fastcompany.com · 2hShare

“Taste will be the key differentiator.” “Taste is what AI can’t replace.” “Taste is our competitive advantage.” Have you heard these as many times as I have over the last year? It feels like every time technology is mentioned, especially AI, the go-to argument is that as execution gets easier, we have to move upstream and be hired for our thinking. Then that standard conversation around “taste” arises as the key to unlocking our future greatness. I am not here to disregard the fact that this might be true. Instead, I want to challenge it with an open mind and share my thoughts with you, so you can have a ponder on the topic, because if I am honest . . . I worry this narrative is becoming a little too convenient. {"blockType":"mv-promo-block","data":{"imageDesktopUrl":"https:\/\/images.fastcompany.com\/image\/upload\/f_webp,q_auto,c_fit\/wp-cms-2\/2026\/06\/JamesMartinPromoLogo_1280x720.png","imageMobileUrl":"https:\/\/images.fastcompany.com\/image\/upload\/f_webp,q_auto,c_fit\/wp-cms-2

First report: How to end a client relationship on good terms — fastcompany.com, 2d