Ice Cold, Baby

So Yesterday

Scott Westerfeld

Razor Bill

When I first started reading this novel, I did a bit of a double take. Did I actually pick up a book about the pursuit of cool, or was I reading some kind of trippy, fictionalized version of Crossing the Chasm meets The Tipping Point? The scary thing is that I'm still undecided.


So Yesterday introduces us to 17 year old Hunter Braque. Hunter is a Trendsetter (someone who has the innate ability to spot "cool" before it is "cool") and he occasionally works as a consultant for The Client -- a large footwear manufacturer named after a four-letter Greek god. One of Hunter's jobs is to attend Tastings (aka focus groups) where he and a pack of under twenty-somethings are asked to be the arbiters of taste. Hunter's other job is to roam the streets of New York and take pictures of cool things (using his ultra-hip Finnish mobile device, of course) and send them to his boss. It is on one of these excursions that he meets Jen, the girl of his dreams. The girl, as it turns out, is an Innovator and as soon as they hook up, strange things start to happen. Someone is trying to topple the pyramid of cool and bring rampant consumerism to the brink of destruction. It is up to Hunter and his new girl to figure it all out.

What's cooler than cool? Well, not me and definitely not this book. While I think Westerfeld gets readers to think about some of the issues around the production and marketing of popular culture, the story just doesn't work. What the book lacks, I'm afraid, is innovation. Hunter wouldn't have even picked it up.