Chasing Cool  UP228

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?

In his 2007 book Chasing Cool, Noah Kerner introduces the concept of shared equity, described as “a seamless balance between the following: a company’s DNA, the desires of its customers, and the third party from which it’s borrowing.