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It could be an unethical or unhealthy supply chain (something Everlane has exploited well), stodgy brand imagery associating incumbents with older consumers or delivering a similar but cooler product for a cheaper price than the gross-margin laden incumbent (see Dollar Shave versus Gillette).
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During the height of the show's success, beverage maker Seagram hired Willis as the pitchman for their Golden Wine Cooler products.
While Silicon Valley may offer more money or the chance to build cooler products, 18F employees chose to work in government for other reasons.
"Can you organise a global concert in aid of sorting his head out?" "What about one of my cool product initiatives?" he replied.
HARDLY a month goes by without Google, the world's most popular internet search engine, launching another cool product that annoys its arch-rival, Microsoft.
"Helio is a very cool product," Huff says.
It sounds like a cool product.
Building a cool product or widget is not enough.
It's a pretty cool product with amazing potential.
"It was a pretty cool product for its time," Grayson says.
How do you turn a mundane commodity like a computer chip into a cool product, a must-have computer chip?
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com