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C O N T E N T S Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .IX 1 HOW DO YOU TURN A COOL IDEA INTO A TREND? . . . . . . . 1 The Four Steps of Coolfarming . . . . . . . . . . . . . . . . . . . . . . . . .4 Finding the Trendsetters . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7 Growing Your Own Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 Coolfarming Is More Than Managing a Project . . . . . . . . . . . . . .11 Coolfarming the World Wide Web . . . . . . . . . . . . . . . . . . . . . .17 Coolfarming Linux . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21 2 SWARM CREATIVITY: The Force That Fuels Coolfarming . . 29 The More Swarms Communicate, the Better They Perform . . . . . .34 Swarm Business Beats “Black Swans . . . . . . . . . . . . . . . . . . . . .37 Lessons from the Beehive . . . . . . . . . . . . . . . . . . . . . . . . . . . .40 Swarm Creativity in Ghana . . . . . . . . . . . . . . . . . . . . . . . . . . .55 Essentials of Coolfarming and Coolhunting . . . . . . . . . . . . . . . .68 3 CREATORS: Building the Vision . . . . . . . . . . . . . . . . . . . . . 73 COIN Leaders Are Not Leaders . . . . . . . . . . . . . . . . . . . . . . . .75 Eating and Feeding Royal Jelly . . . . . . . . . . . . . . . . . . . . . . . . .77 Royal PheromoneNicholas Negroponte . . . . . . . . . . . . . . . . .79 Coolfarmers Are Coolhunters . . . . . . . . . . . . . . . . . . . . . . . . .82 How Do Leaders Get Selected? . . . . . . . . . . . . . . . . . . . . . . . .86 Coolfarming TouristsImmersing Yourself into the Swarm . . . . . .88 Coolfarming a Palm Tree Plantation Empowering the Community . . . . . . . . . . . . . . . . . . . . . . . .93 Running an Internet Caf in Ghana Using the Swarm to Police the Swarm . . . . . . . . . . . . . . . . . . .95 Seven Guidelines for Creators . . . . . . . . . . . . . . . . . . . . . . . . .98 4 COINS: Building the Product . . . . . . . . . . . . . . . . . . . . . . 101 How Picasso Created Cubism Through a COIN . . . . . . . . . . . .103 Gain Power by Giving It UpRotating Leadership . . . . . . . . . .106 Start Out as a Small Fish in a Big Pond . . . . . . . . . . . . . . . . . .111 Six Guidelines for COINs . . . . . . . . . . . . . . . . . . . . . . . . . . .114 5 CLNS: Teaching and Preaching the Gospel . . . . . . . . . . . 117 Increasing Sales Through a CLN of Salespeople . . . . . . . . . . . . .120 Learning About Innovations Through the P&G Technology Entrepreneurs . . . . . . . . . . . . . . . . . . . . 124 Coolfarming in Twilight . . . . . . . . . . . . . . . . . . . . . . . . . . . .129 Six Guidelines for CLNs . . . . . . . . . . . . . . . . . . . . . . . . . . . .132 6 CIN: Building the Buzz . . . . . . . . . . . . . . . . . . . . . . . . . . 135 Immersion Gets the Swarm to ExplosionLEGO Mindstorms . . .137 Building the HeatYummy Industries . . . . . . . . . . . . . . . . . . .145 From Creators to CINs Illustrating the Process Through Social Networks . . . . . . . . . .150 Five Guidelines for CINs . . . . . . . . . . . . . . . . . . . . . . . . . . .155 7 COOLHUNTING: Find the Trends Through the Trendsetters . . . . . . . . . . . . . . . . . . 159 Coolhunting Combines the Wisdom of Crowds, Experts, and Swarms . . . . . . . . . . . . . . . . . . . . . . . . . . . . .161 Coolhunting U.S. Presidential Candidates . . . . . . . . . . . . . . . . .168 Coolhunting the Value of Brands: Looking for the End of the Federer Era . . . . . . . . . . . . . . . . .174 Why the World’s Most Influential Intellectual Is an Islamic Cleric . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .175 Predicting the Outcome of the Academy Awards . . . . . . . . . . . . .178 Predicting Stock Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . .180 Predicting the Actions of People Using Social Badges . . . . . . . . .181 8 WHAT MOTIVATES COOLFARMERS? . . . . . . . . . . . . . . . . 185 Coolfarmers Show Yhteisllisyys and Gemeinsinn . . . . . . . . . . . .186 Coolfarmers Are Ethical . . . . . . . . . . . . . . . . . . . . . . . . . . . .190 COINs Need Cops . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .192 Coolfarmers Are Happy . . . . . . . . . . . . . . . . . . . . . . . . . . . .193 Coolfarmers Are Altruistic . . . . . . . . . . . . . . . . . . . . . . . . . . .196 AFTERWORD: It’s Not Chief Executives, but Chief Creators We Need! . . . . . . . . . . . . . . . 205 Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .209 Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .215 About the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .225
