Introduction
Chapter 1 - WHY “COOL” MATTERS
What is “cool”?
Coolhunting offers tremendous benefits in business
The diffusion of innovation
The origins of coolhunting
Chapter 2 - SWARM CREATIVITY CREATES COOL TRENDS
Self-organization in the beehive
It’s cool to give power away
It’s cool to share knowledge
It’s cool to self-organize
Applying swarm creativity to coolhunting
Chapter 3 - SWARMS CAN BETTER PREDICT THE FUTURE
Prediction markets
Birds of a feather flock together – predicting success based on peer networks
You can predict your future network
Chapter 4 - ABOUT TRENDSETTERS
Benjamin Franklin as role model
The anti-Ben?
Don’t be a star, be a galaxy
Galaxies are high performers
Chapter 5 - COOLHUNTERS LOOK FOR COOLFARMERS
Coolhunting for trendsetters
From idea to trend
Coolfarming “Enhanced Gravity”
Gain power by giving it away – search for COINs and self-organization
Seed community with an idea – search for ideas
Mandate intrinsic motivation – search for intrinsically motivated people
Recruit trendsetters – search for trendsetters
A coolfarming example from beyond the business world
Coolfarming that truly changed the world
Coolfarming gone wrong
Chapter 6 - WHEN SWARMS GO MAD
Lack of open communication can be fatal
Egomania at Enron
What a COIN and a religious cult have in common
Chapter 7 - DO-IT-YOURSELF COOLHUNTING WITH TECHNOLOGY
Do-it-yourself coolhunting in the blogosphere
Tracking physical interactions in social networks
Finding learning trends and making education cooler
Some lessons for virtual collaboration
Chapter 8 - COOLHUNTING BY AUTOMATED SOCIAL NETWORK ANALYSIS
Discovering trends by mining communication archives
Chapter 9 - COOLHUNTING IN COMMUNICATION ARCHIVES
Identifying trendsetters in a social network – Wikinews
Coolhunting new product trends in an online forum – eCoustics
Coolhunting trendsetters among product users – mobile phones in a high school class
Discovering suspicious patterns of innovation – Enron
Coolfarming a computer gaming community
Chapter 10 - FIVE STEPS TO BECOMING A COOLFARMER
Step 1 – Learn about swarm creativity, COINs, and social networks
Step 2 – Form a COIN
Step 3 – Coolhunt in an online community
Step 4 – Measure communication in your own COIN
Step 5 – Become a coolfarmer
Chapter 11 - THE COMING WORLD OF SWARM CREATIVITY
Stakeholders or shareholders?
Immerse yourself in the swarm
Listen to the swarm
Trust the swarm
Share with the swarm |