Okay, time to get to the point: Its harder than ever these days to stay cool in our one-hit wonder world, where there are so many possibilities being thrust upon us. Marketers, advertisers, PR agencies, publishers, politicians, corporations, sports owners and webmasters are constantly trying to figure out not only how to build hype around something, but also to keep it. As theyve found, building a loyal following for any extended period of time is an absolute bitch to do. The cool market is super-saturated. Because of technology -- the multi-channel universe, the web, email, instant messaging, cellphones -- culture moves faster than it ever has, and its hard to keep up with Whats Hot and Whats Not (are those lists still cool?). By the time you find out somethings killer, tight, mint or dope, its pretty much had its day. Cool things get 15 seconds these days, not 15 minutes.
http://www.shift.com/content/web/18/1.html
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