How We Decided What Not to Build
Taste isn't what you add — it's what you refuse. Every quarter we cut ideas that don't feel alive, no matter how clever they look on paper.
Taste isn't about what you make. It's about what you walk away from.
Every quarter, we start with a table full of ideas. Half are exciting. A few are bad. And one or two glow — not because they're louder, but because they feel right.
That "right" is hard to define, but you know it when you see it. It's the intersection of would we use this? and would it be fun to build? If we can't say yes to both, we let it go.
Restraint is the most underrated creative skill in tech.
The instinct to ship everything is strong. The web moves fast; ideas feel like perishable goods. But saying no is how we stay aligned with our own taste. More output doesn't mean more meaning.
Our Filtering Questions
-
Does it make us curious? If not, it won't make anyone else curious either.
-
Does it teach us something new about ourselves? Even a failed experiment should sharpen craft.
-
Would we brag about it privately, even if no one saw it?
If the answer is no, we cut it — kindly. Not every spark needs to be a product; some just light the room for a moment.
We don't hoard ideas. We compost them.
That compost becomes the soil for the next build. Cycles of refusal create depth. That's how we decide what's worth our time — and what isn't.
Written at Right Fast Studio • 2025