Fast Company has an interesting article on how large slow-moving companies are hiring small agencies and creative shops instead of the big holding company agencies to help them find the elusive factor of cool.
Some of the high points:
• The author sees this corporate outsourcing of cool as something sinister comparing it to farming out your soul. Perhaps a little alarmist.
• Technology made them to it.
• the only options left to uncool companies are to "Farm out what most makes you distinctive to a bunch of kids in Brooklyn--or do the hard work of figuring it out yourself."
The resulting chart on the history of cool is hilarious enough on it's own to merit inclusion here as an example of how important good information architecture really is.
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