In a recent LinkedIn post, Justin Oberman delves into a critical, often overlooked aspect of the creative process: the skill of editing and the development of “taste,” particularly in the context of AI-generated content. Oberman challenges the common perception of creativity as solely about generation, arguing that true value lies in the ability to discern and select the best ideas.
He begins by recounting an anecdote with a client who initially expressed frustration when presented with only three headlines instead of the requested fifty. Oberman explains his rationale: the three strong headlines were the result of developing and discarding 297 other options. This experience forms the crux of his argument that the real skill isn’t in producing a large volume of ideas, but in the rigorous process of selection.
“The real skill isn’t generating ideas. Especially now that AI can generate 300 of them in 12 seconds… The real skill is killing them.”
The Bottleneck Shifts to Taste
Oberman posits that with the advent of AI capable of rapid idea generation, the bottleneck in creative work has fundamentally shifted. “Because anyone can “be creative” and creation is free, the bottleneck has shifted to taste,” he writes. This “taste” is not merely about subjective preference, but a developed discernment for what works and why.
Understanding the Power of Editing
The author emphasizes that the ability to edit and refine is a distinct, even opposite, skill to pure creation. While creation involves opening many doors, editing requires closing almost all of them. This is where, in Oberman’s view, many struggle when using AI tools.
“The reason most people struggle with AI-generated copy isn’t because the AI is bad. It’s because they were never trained to edit. They were trained or encouraged to only be creative.”
He elaborates on the nature of taste, defining it as the understanding that differentiates a good headline from a mediocre one, even if they convey similar information. This is the crucial factor that, according to Oberman, separates a skilled writer from someone merely using AI as a generation tool.
Taste as an Inherent Quality, Not a Skill
A central theme in Oberman’s post is his assertion that taste is not a skill that can be taught or replicated by AI. He describes taste as something more profound:
“Taste is what separates a writer from someone using AI. And taste is the one thing you can’t automate. Yet. Actually, no. Probably ever. Because AI is very good at mimicking skills. But taste isn’t a skill. It’s a scar.”
He further explains that these “scars” are the accumulated experiences of past failures, rejections, and underperforming campaigns. These experiences forge a unique judgment that AI, lacking personal history and emotional context, cannot possess. Oberman suggests that this inherent, experience-driven quality is what makes human judgment in creative fields irreplaceable.
Cultivating the Desire for Taste
Ultimately, Oberman concludes that the pursuit of taste requires a conscious effort to value discernment over sheer output. He suggests that to develop this crucial element, individuals must learn to “want to be less creative” in the generative sense, and instead focus on the critical act of selection and refinement. He directs readers to his latest newsletter for further insights on this topic.
📝 About This Content
This article is based on insights shared by Justin Oberman on LinkedIn.
📅 Originally posted on February 4, 2026 | View original post on LinkedIn →