Wednesday, February 08, 2006

The Cool Hunter

Here's an interview with Josh Rubin from CoolHunting (one of our favorites). Josh will be appearing at the Future Marketing Summit ( presented by IF! ( in New York City on February 23rd.

Where do you get your inspiration from?

I get my inspiration from the details. I believe there are no new ideas, just great executions.

What is the biggest but most ignored trend you see?

If it's a trend then it's not being ignored, is it?

Are new wave trend spotters a competitive or complementary to the established trend firms?

Both. The traditional trending firms tend to have a longer term focus and less frequent deliverables to their clients—this works for many large corporations. For smaller or more nimble organizations, and those with rapid product development, the 'new wave' is more valuable. Consumer demand is changing more frequently these days, making it harder to keep up using traditional methods which means there will be more competition (or collaboration) between models in the near future.

You've just started to produce video content What sort of content are you covering? Should all online publications move into video?

We launched video for two reasons: 1. the technology is just getting to a point where people can easily consume video content distributed through untraditional conduits. 2. there are lots of things we cover on CH that are better served by audio and video over words and pictures. And that's the first requirement for what we will do a video on. The second requirement, just like the site, is wide open—it simply has to capture our interest. The videos are 1 - 3 minutes because that's what we think is the optimal length for mobile, and even web-based, viewing.

Next week we’ll feature an interview with David Carson, CEO of who will also be appearing at the FMS later this month.

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