Too many entrepreneurs ignore or discount the illusive quality of "cool" in their marketing strategy. That is a tragedy, because far too many great products never see volume production, while inferior goods seize market share guided by clever sales strategy. Betamax was not cool. The lower quality VHS system won the day, except in the professional world where specifications count more than impressing your friends. (Nowhere is this more prevalent than in the world of politics where "cool" gets you elected even if that is your only redeeming characteristic.)

So, whatever you are marketing, employ someone who is up with the cool to guide your marketing strategy. The chance that you - the owner/founder - even know what's cool, let alone what's hot, is not high.

Hey! I would have thought another word for uncoolness would be warmth.