The Tao of AI
Rick Rubin on Taste, Curiosity, and Self-Knowledge
A fundamental tension exists in any creative act: do you create the thing you believe is true and authentic to your own vision, or do you try to create what you think the audience wants? This question becomes even more pointed when your "Creative Toolkit" is an AI, capable of generating endless variations based on your prompts. Which direction do you point it?
In a recent conversation (watch on Youtube), music producer Rick Rubin discussed his new work, "The Way of Code," which draws parallels between the ancient wisdom of the Tao Te Ching and the modern, intuitive act of "vibe coding." He argues that the most resonant work, whether in art or technology, comes from a place of authenticity. Although typically the exact opposite view is emphasized—especially in the startup scene—Rick Rubin argues why the audience comes last.
Isn't the goal to find a market and serve it? Yes, but the paradox is that trying to mind-read what an audience wants often leads to a watered-down, inauthentic result that ultimately serves no one. As Rubin notes, you can't taste food you find terrible and convincingly tell someone else they'll love it. The most successful creations—from art to startups—often succeed because they introduce something the audience didn't even know they wanted, unlocked by the creator's unique vision. Van Gogh never sold a painting in his lifetime, yet he remained true to his vision, and we are all the richer for it.
What does this mean for someone learning to bring ideas to life with AI?
It means your own taste, curiosity, and self-knowledge are becoming the most valuable assets you have. As AI handles more of the technical "how-to," the real differentiator becomes the "what" and "why." The AI can be the most skilled craftsperson in the world, but it needs a director. It needs your vision.
This aligns nicely with our "digital jerry-rig" philosophy. It starts with solving your own problem, satisfying your own curiosity, building the tool you wish you had. You are the first and most important audience. You are making your favorite thing. If you are genuinely in love with the simple, practical tool you guided an AI to create, there's a good chance others like you will find it valuable as well.