SoYesterday
by Scott
Westerfeld
They’re all
around you.
The
trendsetters like me, Hunter Braque. We participate on product focus groups, or
“cool tastings” as my boss Mandy calls them. We tell clients whether their
products and commercials are cool or uncool.
Most people
think they can spot cool but they really can’t. Most people are just consumers.
What consumers think is cool is generally “so yesterday.” That is why I like
being a trendsetter. Consumers depend on trendsetters to guide them to what is
cool. Most people don’t see us. We don’t wear signs around our necks. Rather we
work our magic from the shadows through the messages we help craft.
Trendsetters
are number two on the cool pyramid. On top are the innovators. Every new
product has a beginning and an innovator. What every trendsetter wants to find
is an innovator with the next big idea. But innovators can be hard to spot.
There is often just one thing that sets them apart, one little thing that is
revolutionary.
I knew Jen
was an innovator when I saw the shoelaces on her black runners.
Are you an
innovator, a trendsetter, or a consumer?
Maybe you
are not on the cool pyramid at all. Maybe you are one of the others. People who
want to destroy this system. Most people think such groups don’t exist. But I
know they do. They are called the Jammers, and they are all around you too.
Their agenda is to make trendsetting obsolete. They want the cool system to
become so yesterday.
Jen and I
have met them. This is that story.
Booktalk by
Tom Reynolds, Sno-Isle Library System