Soleio Cuervo Unpacks 'Taste as Selection,' Revealing Layers of Influence in Perceived Quality

Prominent tech design veteran and angel investor Soleio Cuervo recently articulated a thought-provoking concept, "Taste is Selection," through a post on X (formerly Twitter). Cuervo's insight suggests that what is perceived as "taste" or quality is not an inherent individual preference but rather the cumulative outcome of a series of constrained choices made across various stages.

Cuervo illustrates this complex idea with the analogy of a museum director. He explains that while a director curates a gallery, their selections are inherently limited by external factors such as donated works or budget constraints. This chain extends further: "The collectors themselves bought only what their dealers offered, who represent only artists the market deems viable, who painted only what their training, materials and lifestyles allow, in styles their cultural moment made possible."

"Taste is selection: chains of choice that set the table from which we dine and then regard ourselves as foodies," Cuervo stated in his tweet.

This philosophy resonates deeply with Cuervo's extensive background in shaping digital experiences. As an early designer at Facebook, where he contributed to foundational features like the "Like" button, and later as Head of Design at Dropbox, his work consistently involved understanding how specific design decisions and platform constraints influence user perception and behavior. His professional journey highlights how seemingly small "selections" at the product development stage can have massive, cascading effects on how millions interact with and "taste" technology.

In his current role as an angel investor and advisor to design-driven startups, Cuervo's "Taste is Selection" framework extends to the entrepreneurial landscape. The initial choices made by founders regarding product vision, team composition, and market entry inherently constrain future options, ultimately shaping the "taste" of their offering to users and investors. This perspective underscores the profound impact of early-stage decisions and the often-unseen forces that dictate perceived success and appeal in competitive markets.

The concept challenges the notion of pure, uninfluenced taste, positing that our preferences are continually shaped by these intricate, often invisible, layers of selection. It serves as a reminder that behind every acclaimed product, artistic collection, or cultural trend lies a complex web of choices, each influencing the next and collectively defining what is deemed desirable.