Instant Business Speak 33: Cool

Organisations will spend an awful lot of time making sure they come across as cool. Cool reception areas with former models as receptionists. Cool meeting rooms disguised as beach-side resorts. Cool mission statements that read like something re-cycled from the Apollo programme. But like a Men's Mag which asks what is the ultimate cool?.... the ultimate cool in fact is substance. A product, concept or service which will help the customer make money. Now that's cool.