...Not surprisingly, they failed to find a Rosetta Stone of cool. However, a younger generation of cool hunters, like designer Josh Rubin, are as creative as the alpha-consumers they watch from blinds in Paris, Tokyo, and the Lower East Side. Rubin blogs daily at JoshRubin.com and holds down a day job as vice president of product development at mobile messaging software maker Upoc Networks. In his blog, Rubin turns his discoveries into inspiration for interface design. “Coolhunting today is truly about understanding the target, designing specifically for them, then showing them how great it is,” he says. “It’s about creative leadership, not trend reaction.
by Greg Lindsay
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