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Coolhunting: Chasing Down the Next Big Thing

Magazine article Online

Coolhunting: Chasing Down the Next Big Thing

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Coolhunting: Chasing Down the Next Big Thing by Peter Gloor and Scott Cooper ISBN: 978-0-8144-7386-3 Published: 2007 Pages: 236 pp.; hardcover Price: $24.95 Available from: AMACOM, American Management Association, 1601 Broadway, New York, NY 10019; (212) 903-8316; www.amacombooks.org.

What is cool? And what will be cool tomorrow? That's what this book is all about: helping to spot and nurture the trends that are of interest to you and your organization. The authors define coolhunting as finding trends and trendsetters. The trends they associate with cool have both an element of fun and make the world a better place. When was the last time you heard someone refer to your library as cool? Don't you think it should be?

The authors are both academics affiliated with MIT, so at times this book gets a little bogged down in the theoretical, but the case studies and examples quickly pull you back into reality. The aim of the book is to get you involved in both coolhunting and coolfarming: spotting trends and providing a nurturing environment. To accomplish this, the authors first explain about cool and swarms, and how swarm creativity often creates cool trends. …

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