Building a brand from a feeling

The question I get asked most often is: how do you decide what to work on? The honest answer is that I start with a feeling — a sense of whether something fits the world I am trying to build, whether it is something I would actually use and recommend to someone I care about, whether it adds to the story or dilutes it.

This sounds vague. It has taken years to trust it.

What taste actually is

Taste is not an aesthetic preference. It is a kind of editing — the accumulated result of knowing what you stand for clearly enough that you can recognise what you do not. It develops slowly and it requires saying no to a lot of things that are perfectly good but are not right for where you are going.

On building slowly

I did not build this platform quickly. There was no viral moment, no overnight success story. There was just consistent work, consistent choices, and a very long commitment to the specific thing I wanted to create rather than the general thing that seemed to be working for everyone else at any given moment.

That is the only advice I have. Know what you are building. Build it with patience. Let the rest take care of itself.