It doesn't have to be ugly

We wistfully remember the dishes that our mother or grandmother prepared for us; we can appreciate good taste when it is served but, often, we are incapable of developing it. We grew up hearing that those dishes were made with love, with passion and with dedication.


It is hard to translate this feeling of utter satisfaction to a business level. That love, that passion for what makes us happy ensures that our results will have a taste that distinguishes us from the rest.

I believe that the sum of the passion of the workers in an organization is what can bring us this satisfaction. Unfortunately, businesses do not apply this basic principle to obtain a good selection of their staff. Are there corporations with a heart? We could catalogue those business and obtain an average to establish patterns; that way, we could discover how much the company cares about positioning products with exquisite taste.

There are corporations with a huge budget that develop products with poor taste. Why is good taste lost? Is vulgarity what sells? Is it the routine of self-complacency that has made companies stop caring about these issues? I get to thinking about the engineers who develop this or that product. Was it in their specifications that the `product hade to be hideous?

I believe it is that attitude that makes them loose the goal of conquering with products that meet the expectations of consumers. How has good taste evolved in consumers? I think it is important to detect the things that are in bad taste and sell, and why. What ingredients do we need to improve good taste in what we do?

The answer may hurt many, but we have to be critical enough to evaluate our production and identify whether we are launching one more product in the chain, or if we can captivate with the product we offer.

We must rescue elegance; having style is not always in good taste, but this doesn’t mean that there is no style that can be elegant as well. We have to play with the irony of these concepts, don’t you think?