I’m not sure it only applies to the world of retail. I just think it’s easier to drum up examples when you are talking product versus services.

All the more reason for service providers to think long and hard about how to be cool in a way that’s relevant to their specific audience.

I find most business books leave out the how. Which of course is frustrating…if you are trying to figure out how!

Drew

“It’s a lot easier to be cool selling an iPod than it is being an accountant.” – I guess it’s harder for the professionals to be as cool as retailers – I guess I have to say chasing cool is only applicable to retail industry.

Yes, I agree – a ‘how to’ would make this book exceptional.

Cheers!

I actually tend to think that while cool maybe a mainstream perspective, cool can also be a personal perception, like some women really dig accountants and geeks, and they think of them as cool, because they are smart and brainy, and that can be attractive!

Thanks,
JR

Excellent point. In fact some brands, like Geek Squad, really need NOT to be cool. Or in their case, maybe being Geeky is cool!

Drew

Hey…anywhere I go, you are more than welcome. This was a fun read so you’ll enjoy it.

Drew

Jen Thomas
Muvar Software

What can I say? You are right on target. I would add that it isn’t necessary to be cool to be successful. It is necessary, however, to be authentic. With that in mind, we must understand whether or not we are cool. Once we understand that, we can build our brands around our true selves, which may not be cool but can be great.

Keep Cooking!
Andrew