Table of Contents

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

About the Author

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.

Reviews

..".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