CONTENTS
Foreword by danah boydix
Acknowledgmentsxv
INTRODUCTION1
1 WHY “COOL” MATTERS5
What Is “Cool”?7
Coolhunting Offers Tremendous Benefits in Business9
The Diffusion of Innovation12
Predicting How Coolhunting Might Be Applied17
2 SWARM CREATIVITY CREATES COOL TRENDS23
Self-Organization in the Beehive24
It’s Cool to Give Power Away27
It’s Cool to Share Knowledge33
It’s Cool to Self-Organize35
Applying Swarm Creativity to Coolhunting38
3 SWARMS CAN BETTER PREDICT THE FUTURE45
Prediction Markets46
Birds of a Feather Flock Together: Predicting Success
Based on Peer Networks54
You Can Predict Your Future Network59
4 ABOUT TRENDSETTERS63
Benjamin Franklin as Role Model66
The Anti-Ben?69
Don’t Be a Star, Be a Galaxy71
Galaxies Are High Performers79
5 COOLHUNTERS LOOK FOR COOLFARMERS83
Coolhunting for Trendsetters84
From Idea to Trend87
Coolfarming “Enhanced Gravity”89
The Four Principles of Coolfarming92
A Coolfarming Example from Beyond the Business World100
Coolfarming That Truly Changed the World: Netscape104
Coolfarming Gone Wrong: Boo.com110
6 WHEN SWARMS GO MAD113
Collective Madness114
Lack of Open Communication Can Be Fatal: NASA121
Egomania at Enron124
What a COIN and a Religious Cult Have
in Common: “The Family”126
7 DO-IT-YOURSELF COOLHUNTING WITH TECHNOLOGY133
Do-It-Yourself Coolhunting in the Blogosphere134
Tracking Physical Interactions in Social Networks139
Finding Learning Trends and Making Education Cooler144
Some Lessons for Virtual Collaboration146
8 COOLHUNTING BY AUTOMATED SOCIAL
NETWORK ANALYSIS151
Discovering Trends by Mining Communication Archives151
1. Identifying Trendsetters in a Social Network: Wikinews156
2. Coolhunting New Product Trends in an
Online Forum: eCoustics163
3. Coolhunting Trendsetters Among Product Users:
Mobile Phones in a High School Class167
4. Discovering Suspicious Patterns of Innovation: Enron177
5. Coolfarming a Computer Gaming Community186
9 FIVE STEPS TO BECOMING A COOLFARMER191
Step 1: Learn About Swarm Creativity, COINS,
and Social Networks194
Step 2: Form a COIN194
Step 3: Coolhunt in an Online Community197
Step 4: Measure Communication in Your Own COIN199
Step 5: Become a Coolfarmer202
10 THE COMING WORLD OF SWARM CREATIVITY205
Morphing into Swarm Creativity206
Stakeholders or Shareholders?212
Immerse Yourself in the Swarm215
Listen to the Swarm216
Trust the Swarm218
Share with the Swarm220
Notes223
Index231
Scott W. Cooper is President of the Hiebing Group and has worked on accounts such as Coors, Famous Footwear, American Automobile Association (AAA), and Fort Howard Paper. Prior to his current position, Scott had experience in both the client and agency side of the business. He currently teaches marketing communications in the School of Business at the University of Wisconsin.
..".For those keen to mine the wealth of information available in
online communities...virtues of social network analysis are clearly
demonstrated...an inspiring read..."-- B&T Weekly
..".Coolhunting is a skill we all need to master. This book,
entertaining and informative..., is a terrific place to start."
--Jack Covert, 800-CEO-READ Blog
"Coolhunting is an entirely different experience and targets those
of us who are fascinated by social networks, how they work, and
what's 'cool.'" -- AllThingsWorkplace.com
"Coolhunting reports on useful techniques for helping to see what's
coming.Wrap it in a plain brown wrapper, and read it
surreptitiously." -- Tom Davenport, Harvard Business Online
"Gloor and Cooper provide a real-world, practical approach to
hunting something as elusive and illusory as 'coolness'." --
Soundview Executive Book Summaries
"If success in business means determining your core business and
then adapting that core as our customers' needs change quickly,
then coolhunting is a skill we all need to master. This book,
entertaining and informative about current culture, is a terrific
place to start." -Jack Covert, 800-CEO-READ Blog
"Marketers, especially the online variety, and anyone else chasing
what's cool, will want to read the new AMACOM book Coolhunting ."
-Ted Kinni, Reading Writing Management Blog
"The authors write in a style that is easy for those outside of
their cutting-edge mindset to understand." --Midwest Book
Review
"An invaluable tool for businesses of all sizes...will show you how
to stay ahead of the curve and on the cutting edge." -- Strictly
Business.com
"Helping to 'elucidate the culture of cool' this book is
fascinating... based on solid and credible field research..." -
Inside Retailing
"There are many layers to this book, but readers will leave
convinced that social networks hold the key to the future." - BizEd
magazine
..".Coolhunting is a skill we all need to master. This book,
entertaining and informative..., is a terrific place to start."
--Jack Covert, 800-CEO-READ Blog
."..Coolhunting is a skill we all need to master. This book,
entertaining and informative..., is a terrific place to start."
--Jack Covert, 800-CEO-READ Blog
"Coolhunting is an entirely different experience and targets those
of us who are fascinated by social networks, how they work, and
what's 'cool.'" -- AllThingsWorkplace.com
"Coolhunting reports on useful techniques for helping to see what's
coming.Wrap it in a plain brown wrapper, and read it
surreptitiously." -- Tom Davenport, Harvard Business Online
"Gloor and Cooper provide a real-world, practical approach to
hunting something as elusive and illusory as 'coolness'." --
Soundview Executive Book Summaries
"If success in business means determining your core business and
then adapting that core as our customers' needs change quickly,
then coolhunting is a skill we all need to master. This book,
entertaining and informative about current culture, is a terrific
place to start." -Jack Covert, 800-CEO-READ Blog
"Marketers, especially the online variety, and anyone else chasing
what's cool, will want to read the new AMACOM book Coolhunting ."
-Ted Kinni, Reading Writing Management Blog
"The authors write in a style that is easy for those outside of
their cutting-edge mindset to understand." --"Midwest Book
Review"
“Coolhunting is an entirely different experience and targets those
of us who are fascinated by social networks, how they work, and
what's ‘cool.’" -- AllThingsWorkplace.com
“Gloor and Cooper provide a real-world, practical approach to
hunting something as elusive and illusory as 'coolness'.” --
Soundview Executive Book Summaries
“If success in business means determining your core business and
then adapting that core as our customers' needs change quickly,
then coolhunting is a skill we all need to master. This book,
entertaining and informative about current culture, is a terrific
place to start.” -Jack Covert, 800-CEO-READ Blog
“Marketers, especially the online variety, and anyone else chasing
what’s cool, will want to read the new AMACOM book Coolhunting .”
-Ted Kinni, Reading Writing Management Blog
“The authors write in a style that is easy for those outside of
their cutting-edge mindset to understand." --"Midwest Book
Review"
"...Coolhunting is a skill we all need to master. This book,
entertaining and informative..., is a terrific place to start."
--Jack Covert, 800-CEO-READ Blog
"Coolhunting reports on useful techniques for helping to see what’s
coming.Wrap it in a plain brown wrapper, and read it
surreptitiously." -- Tom Davenport, Harvard Business Online
.,."Coolhunting is a skill we all need to master. This book,
entertaining and informative..., is a terrific place to start."
-Jack Covert, 800-CEO-READ Blog
"Coolhunting is an entirely different experience and targets those
of us who are fascinated by social networks, how they work, and
what's 'cool.' -AllThingsWorkplace.com
"If success in business means determining your core business and
then adapting that core as our customers' needs change quickly,
then coolhunting is a skill we all need to master. This book,
entertaining and informative about current culture, is a terrific
place to start." -Jack Covert, 800-CEO-READ Blog
"Marketers, especially the online variety, and anyone else chasing
what's cool, will want to read the new AMACOM book "Coolhunting" ."
-Theodore Kinni, business journalist, ReadingWritingManagement
Blog
"The authors write in a style that is easy for those outside of
their cutting-edge mindset to understand. -"Midwest Book
Review"
Coolhunting reports on useful techniques for helping to see what's
coming.Wrap it in a plain brown wrapper, and read it
surreptitiously." -Tom Davenport, Harvard Business Online
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