Coolness- The Secret Revealed…

Armed with the knowledge that this secret will be revealed to you in the next post, you undoubtedly pulled out your child’s college fund account designating the newly available resources to the current social wellbeing of your beloved offspring and college be damned. That was a cool decision!

The Birth of Cool (Research)

I could not stomach the idea that such a geeky, sleazy looking dude as Steve Buscemi could be considered cool. So I decided to use decidedly non-cool methods—look for empirical social science data—to make sense of what we define as cool, and why.