The Coolhunt

1. That the better coolhunters become at bringing the mainstream close to the cutting edge, the more elusive the cutting edge becomes.

2. Lewis and Clark were a part of the first overland expedition undertaken by the United States to the Pacific coast and back. They discovered it, or the found it.

3. Three Rules of Cool

1. The quicker the chase the quicker the flight. So the faster you discover cool the better it is and the more popular it becomes. It has a life of its own. It's very ordinary.

2. Cool cannot be manufactured, only observed. You cannot create cool, you can only discover it.

3. It can only be observed by those who themselves are cool.