Word: noncool
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...rendered dialogue ("Ehmagawd!") and stab each other in the back. They're scared of each other, but they're stuck with each other--it's like Sartre with lip gloss. "The Pretty Committee girls were like wild animals," thinks Claire, the most sympathetic one (she actually has one dorky, noncool friend). "If they smelled fear, they'd pounce." Funny or sad? Either way, it's unmistakably true to junior-high reality...
...interchangeable product--a sneaker, a pair of jeans, an action movie--fantastically valuable. And cool can be used to predict the future. The theory goes as follows: when cool people--a group known to marketers as alpha consumers--start talking or eating or dressing or shopping a certain way, noncool people (a group that most marketers belong to, by the way) will follow them. Watch the cool kids, the alpha consumers, today, and you can see what everybody else will be doing a year from...
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