Jeremy Gutsche and his upcoming book EXPLOITING CHAOS got the thumbs up recently from the Chicago Tribune. The article features some of Gutsche’s thoughts and insights with regards to ROHTO’s controversial “Cool/Not Cool” survey.

Gutsche describes how the survey “confused `mainstream popularity’ with `cool’” and provides reasons as to why the results of this particular survey may not be accurate.

Check out all the juicy details by clicking the link below!

Implications - Consumers are looking for media portrayals to let them know what is trendy or not. Certain types of publications that feature this topic are appealing to consumers who look towards them as a way of identifying themselves. Companies trying to stay on the cutting edge could focus on this when creating their products.