목차
Foreword ix
danah boyd
Acknowledgments xv
Introduction 1
Why ``Cool'' Matters 5
What Is ``Cool''? 7
Coolhunting Offers Tremendous Benefits in Business 9
The Diffusion of Innovation 12
Predicting How Coolhunting Might Be Applied 17
Swarm Creativity Creates Cool Trends 23
Self-Organization in the Beehive 24
It's Cool to Give Power Away 27
It's Cool to Share Knowledge 33
It's Cool to Self-Organize 35
Applying Swarm Creativity to Coolhunting 38
Swarms Can Better Predict The Future 45
Prediction Markets 46
Birds of a Feather Flock Together: Predicting Success Based on Peer Networks 54
You Can Predict Your Future Network 59
About Trendsetters 63
Benjamin Franklin as Role Model 66
The Anti-Ben? 69
Don't Be a Star, Be a Galaxy 71
Galaxies Are High Performers 79
Coolhunters Look For Coolfarmers 83
Coolhunting for Trendsetters 84
From Idea to Trend 87
Coolfarming ``Enhanced Gravity'' 89
The Four Principles of Coolfarming 92
A Coolfarming Example from Beyond the Business World 100
Coolfarming That Truly Changed the World: Netscape 104
Coolfarming Gone Wrong: Boo.com 110
When Swarms Go Mad 113
Collective Madness 114
Lack of Open Communication Can Be Fatal: NASA 121
Egomania at Enron 124
What a Coin and a Religious Cult Have in Common: ``The Family'' 126
Do-It-Yourself Coolhunting With Technology 133
Do-It-Yourself Coolhunting in the Blogosphere 134
Tracking Physical Interactions in Social Networks 139
Finding Learning Trends and Making Education Cooler 144
Some Lessons for Virtual Collaboration 146
Coolhunting By Automated Social Network Analysis 151
Discovering Trends by Mining Communication Archives 151
Identifying Trendsetters in a Social Network: Wikinews 156
Coolhunting New Product Trends in an Online Forum: eCoustics 163
Coolhunting Trendsetters Among Product Users: Mobile Phones in a High School Class 167
Discovering Suspicious Patterns of Innovation: Enron 177
Coolfarming a Computer Gaming Community 186
Five Steps To Becoming A Coolfarmer 191
Step 1: Learn About Swarm Creativity, Coins, and Social Networks 194
Step 2: Form a Coin 194
Step 3: Coolhunt in an Online Community 197
Step 4: Measure Communication in Your Own Coin 199
Step 5: Become a Coolfarmer 202
The Coming World Of Swarm Creativity 205
Morphing into Swarm Creativity 206
Stakeholders or Shareholders? 212
Immerse Yourself in the Swarm 215
Listen to the Swarm 216
Trust the Swarm 218
Share with the Swarm 220
Notes 223
Index 231