In this course, YouTube star Curtis Richardson uncovers the building blocks of "cool" as it relates to business and marketing. Curtis explains what "cool" is, where it comes from, and how businesses are working to use it to sell to consumers. He shares insights about the importance of marketing that showcases how you're different. He also discusses the value of offering a type of exclusivity. Additionally, Curtis covers the importance of knowing your audience by learning about demographics and he provides a formula to get you well on your way to leveraging "cool".