Dimensions
140 x 210 x 20mm
No other slang word has had the lasting appeal and cultural impact of 'cool'. Now, in a book that crosses 'The Tipping Point' with 'Freakonomics', Noah Kerner and Gene Pressman get inside the heads of some of the most creative and cool luminaries to explore the history, essence, influence, and business of cool.
Marketers itch for the formula, kids covet it for peer approval, celebrities channel it for increased appeal. We all know what cool is when we see it, but this elusive ingredient has become so accessible and widely-used that it now serves as a veritable spice, tossed on any bland product like too much hot pepper.
In 'Chasing Cool', a book that crosses 'The Tipping Point' with "Freakonomics', Noah Kerner and Gene Pressman examine the hyper-connected era in which we live, where the application of 'cool' has become an increasingly effective marketing tool, and make the counterintuitive case -- applicable to both the head marketer and the man on the street -- that relevance should be the only objective.
'Chasing Cool' co-opts this revolutionary concept as it applies to the business community, and explores the lessons to be learned by our short-sighted obsession with cool. The writers use their own experience combined with more than 60 reported interviews with some of the most respected names in variety of pop culture-oriented industries. In the end, the book shows that true success derives not from a chase after short-term cool but from the focus on long-term relevance.
