Two weeks back I thought I would give Twitter a go. As a media channel it has passed the “early adopter” phase and is now mainstream (even middle-aged teachers are writing about it in Education Guardian). Other people I knew had started using the site, so it seemed a good time to try it out.
Anyway I set up my Twitter account and started posting. But for various reasons I couldn’t get the hang of it. The 140 words was too constricting for me, and changed the meaning of most things I wanted to say. I never got round to updating by text from my mobile phone (which would have added an extempore quality). I was unsure about the frequency. The overall example of Stephen Fry seemed too intimidating.
After about a week my Twitter site was a burden to me. It was like a mouth that needed constant feeding. So I just deleted it.
But it has been on my mind ever since. Perhaps I had blotted out my site too hastily? Perhaps I should have another go?
It also occurred to me that rather than just write whatever rubbish came into my head I should give my new Twitter facility a theme.
And in one of those “ping” moments, the idea came into my head to use Twitter as a notebook for a project I am working on.
The Ice Cold Project
Several weeks ago Yvette (my boss, a tremendous woman in every sense of the word) gave out assignments to each of us, designed to build new selling points for the agency. She wanted us to offer things no other agency could offer. Most of these “added value” attributes were intangibles.
The intangible quality I was asked to work on was “Cool”.
Initially this caused me to panic. I am one of the last people to know “what’s hip, what’s happening, what’s now”. Still less would I know how to take the quality of “coolness” and build it into a customer’s brand.
But one cannot say “no” to Yvette.
So I approached it as I would any other research project. I set parameters. I defined criteria. I identified methodologies. I recorded perceptions, and graded those perceptions according to demographics (age, gender, geographical location etc). I asked the same question two or three times, with slightly different wording, to ensure consistency. I began to look for patterns (but without jumping to conclusions).
It has turned out to be one of the most fascinating exercises I have ever attempted.
It has also been a lot easier to research than I thought.
All I do is ask the question: Who is the coolest person you know? (with the secondary question: and why?).
I also needed a system of classification, and have decided to use the names of Greek city states of the classical period – mainly because it is a short-hand I can easily remember, and is more coherent (for me) than numerics.
I have set up my Twitter account (called Anatomy of Cool in homage to Robert Burton) and I am hoping complete strangers will contribute to the list. Please remember that the coolness of any individual rests entirely in the perception of others and the reasons they give. No endorsement (or otherwise) is intended.
As well as cool people, I am also going to list “facilitators” since society is not a vacuum – cultural facilitators, economic facilitators, political facilitators.
Anyway, I have listed some thoughts below. They are not finished ideas by any means, and I anticipate this project taking me another year at least. But somewhere in there I think will be “the answer” (which I am also hoping might be worth some money, so I am holding a few things back).
Caveat – I am aware that many people have written on this subject before, and although I have looked at some of this, I have decided to start completely fresh. I am not really looking at what style gurus call cool. I am interested in what ordinary people consider cool and why.
Aspects that seem to define a cool person:1 A cool person is someone who changes their immediate environment (and in certain circumstances wider environments, including occasionally global environments).
2 Generally cool people are not influenced by what other people think.
3 A cool person has a strong internal commentary and generally believes other people think the same way as he/she does.
4 Cool people do not depend on acquired knowledge, they need to think things through for themselves (even though their thinking may not be very deep).
5 Cool people do not trust the judgment of others, they MUST reach their own conclusions, whether on choice of music, choice of political party, fashion, moral behaviour, attitudes towards others, issues of expression etc.
6 All cool people are brave – this is a fundamental quality.
7 Cool people are not ambitious, generally they accept the surroundings they find themselves in, the people they meet, the things that happen to them.
8 You cannot be self-consciously cool – this is a fundamental quality.
9 Cool people are progressive in the sense that they have to make order out of the chaotic circumstances they find themselves in.
10 On the whole cool people have rational minds and can justify the choices they make.
11 Facial expressions of cool people convey a “look” that either subdues or impresses others (need to do more analysis on this).
12 Coolness has different qualities according to age. The coolness of children is different from that of teenagers, which in turn is different from fully adult people. Elderly people generally are not cool (but there are exceptions). Cool people make their age group “enviable” and endow their generation with an effortless attractiveness. Currently unclear whether cool people can pass from being cool in youth to being cool in a later age group. A lot more work needs to be done on age groups.
13 Cool people are irresistible – even if you have misgivings about their character you find it difficult to resist them.
14 Cool people are agreeably stimulating and agreeably provocative – this is a fundamental quality.
15 Cool people have the power of pleasing or entertaining people (“charm” although this is a very imprecise description).
16 Cool people break rules – this is a fundamental quality.
17 If cool people conform with a particular aspect of society they do this because they have internally decided that they want to conform.
18 It is hard work being cool as they have to think out everything for themselves, and then integrate it into their world view.
19 Cool people do not care about the opinions of others, all that they are bothered about is their integrated view (it is this integrated view that drives them to behave in a particular way).
20 Cool people are unpredictable – this is a fundamental quality.
21 Cool people have huge powers of resistance to the way the world enforces conformity.
22 A cool person has a character that is absolutely integrated, and they never contradict themselves (possibly this is why younger people are cooler, because they have not made so many compromises with the world).
23 Cool people seem to be symmetrical – I need to do more work on this idea.
24 Cool people have a top down immediacy in which you can see them for what they are, rather than people you build up their image and reputation action by action.
25 In a sense cool people are pointillist – individual actions in themselves are not so cool, but the total picture when seen at a little distance is overwhelmingly cool. Therefore can we say coolness has a tipping point at which it is achieved?
26 Cool people are interested only in the future.
27 Cool people are formative people in any sub-section of society, and are the people who appeal to the collective imagination of that sub-section.
28 Great people do not become cool, cool people become recognized as great (unproven – I’m not sure how valid this is and need more data).
29 Cool individuals create an impact through being copied.
30 A creative society is made up of cool people being cool.
31 Cool people are spontaneous.
32 Cool people rely on instinct.
33 Cool people have a perfection that never lapses - this has great power over others.
34 Coolness has a perpetuating quality – those who become cool gain ever greater strength to remain cool.
35 You cannot be indifferent to coolness – if you are not cool yourself you are affected by the presence of cool people.
36 The presence of cool people enhances non-cool people, and thus they become very popular and celebrated (but coolness is not popularity nor is it celebrity).
37 Can coolness be generated (or self-generated)? This is a key question. I am beginning to see how it might be faked.
38 There are no more cool people in the world now than there ever were. Coolness has always existed as a given percentage of a society’s population. As cool people emerge in new sectors, so other people become uncool in others.
39 Coolness is not without its cost. Cool people suffer, they have blocks put on them, they are despised.