The Taste Bottleneck

If you ask most companies what slows them down, they'll tell you it's production. Not enough designers, not enough writers, not enough time.

But that's not actually the problem anymore. AI can generate infinite content. The real bottleneck is knowing what to create.

We call this the taste problem. Taste is understanding what's trending, knowing what fits your brand, and predicting what will work—all at once, all the time.

The Single Point of Failure

Right now, taste lives in one person's head. Usually a founder or CMO. They're the ones scrolling Twitter at midnight, tracking what's working on Reddit, understanding the shift in tone happening across podcasts and newsletters.

Companies literally post job listings for "chronically online" people—someone who can map trends across 50+ platforms and translate them into brand decisions. It's an impossible job. One person can't sustainably do this work. Teams can't scale it.

When that person leaves or burns out, the brand fractures. New hires can't catch up. Agencies don't understand the context. Teams start making decisions on vibes.

Context That Compounds

The solution isn't another template library or content generator. Those are static. They don't learn. They don't understand your specific context or what's actually working in the market right now.

What companies need is a system that captures institutional memory—every positioning discussion, every brand decision, every performance signal—and uses it to get smarter over time.

A system that maps competitive intelligence automatically. That synthesizes trend signals from real behavior. That knows your brand well enough to make strategic recommendations, not just execute templates.

Intelligence Over Production

Production is commoditized. Foundation models can already generate good content. The hard part is the layer above—the intelligence layer that knows what to create.

This is why brand books fail. They're snapshots. By the time they're written, the market has moved. They can't capture the nuance of why something worked last month but won't work next month.

What works is continuous learning—a system that builds proprietary understanding of your brand, your audience, and your competitive landscape. Context that compounds with every decision.

Why Now

Fast-growing companies move faster than manual trend mapping can keep up. They ship daily, post constantly, and make brand decisions under pressure.

The gap between what they need to create and what one person can track is widening. AI made production scalable. Now we need to make taste scalable.

That's what we're building—a system that understands brands the way that one "chronically online" person does, but that never burns out, never leaves, and gets smarter with every interaction.