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Coolness isn’t just a style; it’s a state of mind—an elusive fusion of authenticity, audacity, and innovation. It is also the holy grail that communicators chase relentlessly, yearning to blend originality with resonance. Yet, a perplexing paradox persists: the elusive notion of cool seems to slip through their fingers like sand. Amid the chase for attention and relevance one wonders: why can’t strategic communicators get what they want? Put simply, why can’t they be cool?
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Natalya Kovaleva (2024) studied this question.
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