We've all strived at some point to show that we were cool- hip, trendy, innovative, edgy, rad. Whether in 1st grade or on the first day of our first job out of college, the drive to show we were "in" seemed to be consistent. But now, as Fast Company magazine notes in their latest issue, companies are getting into the "cool" game. That's right, it seems the latest trend is for large companies to outsource "cool" to nimbler, closer-to-the ground outsiders who are on the cutting edge, paying large sums to these innovators for their insight on how to gain an edge in being the most popular and trendy kid in the class, so to speak. Outsourcing other core competencies, like Human Resources, IT, distribution, and even manufacturing has been a norm for many years, but outsourcing "cool," to help these companies keep up with customers rapidly changing tastes and demands, is a whole next level of core competencies! Seems to be a move that could prove risky for companies looking to keep their brand consistent with their values and vision. It's like asking someone other than your family what you should wear to work in the morning!