"It's not about the cost…It's a classic Rubin thing: You do it for the sake of doing it and because it's cool, and as a result there's a childlike innocence about it."

Zarko Dragonic, design alum of Apple Macintoshes and colleague of Andy Rubin, the design chief of the new Google mobile phone | NY Times 4 November 2006

What's the secret about the secret of cool? More than just an idea, more juicy than an insight, the source of all things cool arises from a pure and naive delight.

A colleague of mine, Jeff Martin of Tribal Brands, described the how master of all things cool--Steve Jobs--produces consistently cool stuff. "You know, a lot a people think of Steve a brilliant innovator. Actually, he's a brilliant 'editor'; he edits the genius and creativity of his team. He edits with an equisite sense of taste and style…brilliant editors are what are really scarce."