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Coolhunting: Chasing Down the Next Big Thing ReviewThis book was a tough read. When I finished it I asked myself "Why did I read it?" And I asked myself "What did I get from it?" I know I read it thinking there would be some good insight provided into how to identify trends and trendsetters so a reasonably quick profit could be made by jumping on the bandwagon. And now that I have finished the book I know that I certainly didn't get what I was looking for.
As far as I am concerned, the book uses too much of its own terminology and has to spend too much time defining terms. And the authors cite too many names and specific instances instead of smoothing over all of that and telling a simple easily digestible story. The title of the book is "Coolhunters." And that is fine. But why was there so much coverage of "Coolfarmers" in the book. That was a sideshow, and should have been left out in my humble opinion.
Basically I learned that coolhunters are seekers of trends and trendsetters. A coolfarmer is a leader of trendsetters. Swarm creativity is creativity resulting from a collective mindset. And Collaborative Innovation Networks (COINs) are teams of trendsetters who share ideas, information, and work in order to produce swarm creativity. Then social networks are cited as an example of some COINs. But so what? I still need to have all this pulled together for me so I can recommend the book to someone interested in starting a business or make their business better. I can't do that!
This book had 10 chapters as follows:
1. Why "cool" matters
2. Swarm creativity creates cool trends
3. Swarms can better predict the future
4. About trendsetters
5. Coolhunters look for coolfarmers
6. When swarms go mad
7. Do-it-yourself coolhunting with technology
8. Coolhunting by automated social network analysis
9. Five steps to becoming a coolfarmer
10. The coming world of swarm creativityCoolhunting: Chasing Down the Next Big Thing Overview
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