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Chasing Cool: Standing Out in Today's Cluttered Marketplace | [Noah Kerner, Gene Pressman]

Chasing Cool: Standing Out in Today's Cluttered Marketplace

Cool isn't just a state of mind, a celebrity fad, or an American obsession, it's a business. In boardrooms across America, product managers are examining vodka bottles and candy bars, tissue boxes and hamburgers, wondering, "How do we make this thing cool? How do we make this gadget into the iPod of our industry? How do we do what Nike did? How do we get what Target got? How do we infuse this product with that very desirable, nearly unattainable it factor?"
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Publisher's Summary

Cool isn't just a state of mind, a celebrity fad, or an American obsession, it's a business. In boardrooms across America, product managers are examining vodka bottles and candy bars, tissue boxes and hamburgers, wondering, "How do we make this thing cool? How do we make this gadget into the iPod of our industry? How do we do what Nike did? How do we get what Target got? How do we infuse this product with that very desirable, nearly unattainable it factor?"

Chasing Cool includes interviews with more than 70 of today's most respected innovators, from Tom Ford and Russell Simmons to Ian Schrager and Christina Aguilera. And through this accomplished assemblage, Pressman and Kerner dig beneath the surface and reveal how emphasizing long-lasting relevance trumps a fleeting preoccupation with what's hot and what's not.

In a multidimensional, entertaining, and eminently readable book that redefines how to appeal to today's savvy consumer, Kerner and Pressman explore the lessons to be learned by America's ongoing search for the ever-changing concept of cool. Listeners will learn how to apply these lessons to their own businesses and creative projects in order to stand out in today's cluttered marketplace.

©2007 Noah Kerner and Gene Pressman; (P)2007 Tantor Media Inc.

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  •  
    Colin Fast 10-28-07
    Colin Fast 10-28-07 Listener Since 2007
    HELPFUL VOTES
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    Overall
    "Great, ex cept for the narration"

    The content here is quite good, and overall the book is a nice companion to both "The Tipping Point" and "Made to Stick." There is a bit too much in here about Barney's, but I guess that's to be expected when one of the authors used to run the place.

    My only real complaint here is the narrator, or maybe it's the audio editing. Either way, the sound of saliva swallowing was disgusting. I also grew tired of the narrator's tendency to adopt an accent of some sort every time he read a quote.

    3 of 3 people found this review helpful
  •  
    John Cleveland, Ohio 07-16-07
    John Cleveland, Ohio 07-16-07 Listener Since 2004
    HELPFUL VOTES
    15
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    Overall
    "Very Insightful"

    I was skeptical about this title due to overly glowing reviews on Amazon. I have to say that the glowing reviews were warranted.
    Everyone is looking to create or be next 'iPod'. This book tells you how it's done and cites real world examples. Highly recommended.

    2 of 2 people found this review helpful
  •  
    Kyle R. Martin Auburn Hills MI 01-04-09
    Kyle R. Martin Auburn Hills MI 01-04-09 Member Since 2007
    HELPFUL VOTES
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    "We get it, you are cool."

    If you want to hear this guy talk about how awesome he is and not really give you any solid info, this is a great book. How many times can you hear "If you have to ask, than you don't know cool"

    1 of 2 people found this review helpful
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