Word: cooling
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Around 100 times a day, a message lands in Reinier Evers' In box, bearing the promise of something new and cool. Sometimes the sender is describing a product that's suddenly generating local buzz, like lipstick-size aromatherapy tubes in New Zealand or cone-shaped pizza in Italy. Other times it's an innovative retail concept, like customized-candy shops in Australia or American T-shirt "delis" where designs are personalized like sandwiches. The correspondence comes in from trendspotters everywhere--a coffee shop in Istanbul or a library in Taipei--all part of Evers' network of more than...
...Today the spotters, ages 17 to 70, send information from more than 70 countries. They do it partly for the small rewards, like key-ring cameras, that they can earn but mostly for the street cred that comes with ID-ing a trend that appears in Evers' bible of cool...
...alone, Apple has shipped three impressive new products: an ultra-tiny iPod called the nano, the video iPod and a nifty feature called Front Row that lets you run your computer from across the room, lying on a sofa, clicker in hand, without crouching over a keyboard. That is cool stuff. So, where does it all come from...
...find at a lot of companies," he says, kicking back in a conference room at Apple's gleaming white Silicon Valley headquarters, which looks something like a cross between an Ivy League university and an iPod. "You know how you see a show car, and it's really cool, and then four years later you see the production car, and it sucks? And you go, What happened? They had it! They had it in the palm of their hands! They grabbed defeat from the jaws of victory...
...Jobs, say, ran a hedge fund or an army platoon, that talk would not sound so blunt. But because he looks and acts like such a cool guy--this is the guy who put Lennon and Gandhi on thousands of billboards-- the words are bracing, to say the least. And yet that approach produces shiny, innovative things like the new iPod. Even though it costs the same ($299) as its immediate predecessor, which Apple introduced only 15 months ago, the new iPod has more memory (30 GB as opposed to 20 GB), and it's thinner (0.43 in., as opposed...