Always wanted to be cool. Tried to analyze what makes something culturally relevant and why he is not. He eventually gave up trying to find the next big thing and started doing what he liked. But then came back to the idea of studying it. It's idiotic, but fascinating Define cool: n. the acquired relevance in the contemporary culture of a particular demographic. Studied cool people. Started by approaching the cool people he knew. Asked cool people how it felt to be cool. Interviewed them for 6 months. 1. Cool people will talk openly about being cool, but not on record. 2. Cool people have a following and are codependent with their following. 3. Cool people make it look effortless, but they work hard at it. 4. Cool makes you lonely. 5. People embody a persona. They play a character and they end up losing their real selves. Cool people are projections from us. We project on to them what we desire. We get comfort from being inferior to them. What you need to be cool 1. Must be appointed by someone else. 2. Cool comes from the fringes of mainstream. It starts against status quo then becomes the status quo. 3. Cool is temporary. You cannot stay cool forever. Eventually you have to let go. Cool is not constant 4. Cool is a product of effort. Where is cool culure going? Why is it important? What is the biological relevance and importance of cool?