The Taste Gap
Why creative edge (not AI) will define the next generation of standout brands
For years, I’ve told people I live in Tuscany not because it’s my home country, but because this corner of the world has taste.
When the entire world will be flooded with tasteless autogenerated garbage content, this place, this only, will be the last domino standing. I’m 100% sure of it.
Taste. Not the showy kind. Not that “modern” madness. The kind that’s embedded in everything. You feel it in the food. In the quiet richness of the Renaissance. In the legacy of the Medici, the works of Da Vinci, the wines of Chianti, and the stillness of the Versilia coastline, where I live now. I chose this place because I wanted to be surrounded by taste. And now, finally, I can connect that personal preference to my professional obsession.
Taste is the ultimate edge. The last frontier.
In the age of AI, everyone has the same tools. Same models. Same prompts. But not everyone has taste. Taste is the final advantage. The last real moat. It’s the difference between a spot that breaks the internet, and one that looks like a Fiverr job. Between a brand that lingers, and one that scrolls by, unnoticed.
This week’s edition is a love letter to that edge. AI is flooding the creative zone. But the winners? They’ll be the ones who know what good looks like, and who build systems to scale it.
Let’s get into it.
