It’s mostly vibes

A year ago, Aswath shared a post titled “It’s mostly vibes.” I’ve found myself thinking about it from time to time and I thought I’d share it in full. Why do you like people or music instantly — and not others? You didn’t do a structured analysis. You didn’t create a pros-cons list. You just felt something click — and that was that. The same goes for cities, coffee shops, relationships, products, and even presidents. Why Brad Pitt over Chris Evans? Why Tokyo over Paris? Toyota or Mercedes? Claude or GPT? Why does one place feel like home and another feel… off? When I asked a sales lead for our B2B software what makes us win or lose a customer, I expected to hear about features, pricing, or buyer personas. But he shrugged and said, “Honestly, it mostly comes down to whether product managers or execs are on the call.” There’s a pattern here. And it isn’t logic. Most of us pretend we live like Spock, but we make decisions like jazz musicians — improvisational, intuitive, all feeling.…