Chasing Cool: Standing Out in Today's Cluttered Marketplace Rick Rickertsen Author: Liz Milliron

Author: Liz Milliron

and many other great thinkers and writers of the era

At some point in their careers

Just as one expresses their individuality with the way they dress

Chasing Cool: Standing Out in Today's Cluttered Marketplace Rick Rickertsen Author: Liz MillironCool 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