the Tastemaker Era is here.

Hey there, solopreneur!

On my flight back to Cyprus from Germany earlier this week, I couldn’t help but stare out the window and ponder about what 2025 has in store.

I always love high-level thinking, and there’s no better time for that than the start of a new year. Especially when something massive is shifting in how we build products.

TLDR: The price to create software and products is trending towards zero.

This isn't just another trend piece - this changes everything about how we build and compete (or ideally - escape competition) in 2025. Here's why:

• Small teams (even solopreneurs) can outcompete Fortune 500 companies thanks to agents and cheap compute

• People will get used to spending MUCH less on software in the future (making it feel more unstable to build software long term)

• In a world of AI slop, people gravitate to the human connection and founders behind the products

But here's the thing that keeps me up at night: The strongest brand will always win the competition. Always. Because people buy based on emotion (and rationalize their decision later with logic).

This era of building products is exciting and scary at the same time.

If you're a founder in 2025, you have to become a culture maxi. An exquisite tastemaker. There's no other option anymore.

Let me show you exactly how I'm playing this new world order...

learn from the GOATs.

Steve Jobs didn't just build products - he turned Apple into emotional stories. The iconic turtleneck. The obsession over “unboxing” design in tech. Even revolutionized retail stores. Every detail mattered.

Want to know something wild?

I recently watched the Kanye documentary on Netflix, and there's this moment where he just decides "from this year on, I'll become the best dressed rapper." That simple decision turned into his billion-dollar clothing line.

Here's the thing about being a tastemaker: it's going to bring hate (like Kanye’s outfits often do lol).

Most people will never have the guts to live out that part of their personality. That's exactly why it works.

Copy-paste this into ChatGPT: “Based on everything you know about me, what are some unique quirks or traits you’ve noticed I have that I should lean into more for my brand?”

This should give you a good start for your own “tastemaking” ideas.

involve your audience every step of the way.

There's this study that says if you build furniture yourself, your emotional attachment rises significantly.

The same principle works for your audience - if they're involved in every step of building your product, their emotional connection skyrockets.

That's why I'm going to:

• Share every step of the building process

• Document the messy parts

• Most importantly, share every single fuckup I'm going through

If you want to build any digital product, involve them in every step. In an AI age, vulnerability and human messiness is what connects people to you.

your fashion is part of your brand whether you like it or not.

Have you noticed how Zuck suddenly became the cool guy?

From looking like a dork to becoming this tech-guy cool guy. His style obviously upgraded by 10x and people immediately noticed. Especially in tech, the bar for good clothing is damn low (compared to when I was in the Berlin music industry).

Here's my exact plan this year:

• Getting a second round with a stylist I know

• Creating mood boards on Pinterest with interesting cool styles I like

• Doubling down on high-quality materials, non-plastic clothes (no polyesters etc)

• Investing in designer vintage that I love

learn from other industries (the farther away, the better).

The great tastemakers are usually outside of tech. I'm studying:

• Luxury fashion brands using drops to create hype

• Film directors building narrative

• Cult leaders building belief (without the exploitation part)

I like to learn from history as well. The further away from tech, the better the lessons tend to be.

Because while everyone's focused on features and metrics, these other industries have already mastered what really matters - creating deep emotional connections with their audience.

And let's be honest - tech could use a little less "optimization" and a lot more soul.

lean into controversy.

Great tastemakers know what they like but even more what they DON'T like. This could be design, UI, tech stack, marketing messaging - everything.

If you want to act as a cultural magnet for your customer, you have to tell them what you DON'T believe in. This will stir up some hate, but that's what's needed to build a strong connection.

My personal list:

• I hate the anti-entrepreneurship vibe in Europe

• I don't like people giving out unscientific bro health advice

• I don't like people grifting with crypto

• I don't like people telling you everyone should be a content creator

• I don't like people teaching business models they don't use themselves

founder-led > everything else.

Founders are the new influencers. All strong cultural brands have strong leaders at the forefront.

I'm doubling down on this. I've already changed this newsletter to be much more personal again.

Next steps for 2025:

• Long-form video (video gives us much more depth in terms of personality)

• Hosting meetups to connect with my audience and other creators IRL

• Sharing my personal takes on what's happening in the tech scene (and beyond)

A crazy byproduct: I've been offered 2 CEO roles, 2 co-founder roles, and several great investment opportunities in the last months because I just put my raw self out there.

design has never mattered more.

It doesn't matter if you build software or physical products - AI slop makes it much easier to create, so it's even more important to stand out with beautiful design.

When countless new no-code build tools flood the market, a thought-through design can make or break your journey.

How I'm adjusting:

• Reworking my personal branding design

• Spending resources on hiring a great designer to make my whole product world feel like a brand journey

• Studying consumer brands to learn

Quick aside: I have the advantage that my girlfriend is an absolute elite designer (mainly branding(/personal branding) and packaging design though) so I have great advice in-house. Oh btw, if you need a designer, she still has 1 free spot for next month, click here.

invest in humor, especially memes.

Humor and memes are severely underestimated. Some of the memes I recently shared reached tens of millions of people (including big shot VCs at a16z, political players, and even Elon engaged).

Some tips for you:

• Look at memes that go viral

• Sit down and try to think how you can adopt them for your niche

• Make fun of yourself often enough

Here's something that worked for me:

I once made a challenge where I created 30 memes in 30 days and it really helped me develop this muscle. It's just a skill like anything else. Basically the art of conveying a truth in the quickest/funniest way possible.

There’s a reason many major corporations are paying Gen Z interns 6-figure salaries to post memes on their socials lol.

personal update

I spent a quiet NYE back in Cyprus (just the way I like it these days). Something feels different this time around.

I've decided to fully lock in for the next 4 months until the birth of the baby comes closer. The goal? Decide my next big business swing this month.

My current rhythm:

• On calls with several builders every single day

• Days are just workouts + work / 7 days a week

• Feeling super motivated and fit right now

I want to maximize the time now to have a clear direction mid-year so there's not too much to decide when the baby is there and I can be fully present.

Here's my accountability hack: If I want to get going, I'll just tell 10-20 people that I am so there's some social pressure. It's also almost as if life manifests once you really decide to get going.

I know going into something like software will make me start at 0 again, but I love the challenge of getting good at something new.

Zen mind, beginner’s mind.

Ole's Bookmarks

Paddy is the GOAT of YouTube growth. I've been studying his stuff because I'll get involved with YouTube very soon. If you know a decent editor, pls dm me.

Scott Belsky is one of the smartest people on the internet. #5 of his prediction is basically talking about an AI solopreneur (LOL).

3 Predictions for the Future of AI Agents in 2025. Another amazing piece by Darmesh about the future of agents.

Pomodoro Timer. Bought this very simple timer so I can use it to timeblock while working. Sometimes the simplest tools work best.

Why Zebras Don't Get Ulcers. Started reading this book about dealing with stress, highly recommend. Perfect timing as I'm gearing up for this next chapter.

See you next week 🫡 

Ole

P.S. If you're thinking about making this transition to becoming a tastemaker yourself, shoot me a DM. I read every message, and I'm always looking to connect with other builders who see where this is heading.