Brandon Jacoby - Seeing Taste vs. Creating Taste as a designer

Human taste and decisiveness remain the critical differentiators for designers navigating an increasingly AI-saturated landscape. While AI tools lower the barrier to building, they cannot replicate the human ability to discern when to follow established patterns versus when to blaze new trails. Brandon Jacoby, a veteran designer with experience at companies like Cash App and X, argues that true taste is a muscle forged through rigorous practice and the willingness to question every requirement. By shifting toward an independent practice, designers can better align their craft with the real-world consequences of their products, moving beyond the "good enough" homogeneity often produced by automated workflows. Ultimately, the most impactful design work emerges from a harmony between technical execution and a deep, empathetic understanding of the user, ensuring that software serves as a meaningful form of hospitality rather than just functional utility.