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Reading 11

Reading 11. Gladwell. What is Cool?. Coolhunting is…. “a collection of spontaneous observations and predictions that differ from one moment to the next and from one coolhunter to the next.” Observational, opinion, flexible, dynamic Integrated in the culture and language of the subject.

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Reading 11

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  1. Reading 11 Gladwell

  2. What is Cool?

  3. Coolhunting is… • “a collection of spontaneous observations and predictions that differ from one moment to the next and from one coolhunter to the next.” • Observational, opinion, flexible, dynamic • Integrated in the culture and language of the subject

  4. Diffusion • How ideas spread • Ryan and Gross study of hybrid seed corn in Iowa in the 1930’s • Innovators • Early adopters • Early majority • Late majority • Laggards

  5. Impact on sales • Reebok – 1987 with 33% of the American athletic shoe market • Reebok – 1996 with 16% of the American athletic shoe market • With coolhunting, look for cool people first • Cool cannot be manufactured, only observed • You have to be cool to know cool

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