The Coolnomics School

In 2023 Robyn Wilson authored the economic theory of Coolnomics. The theory explores the relationship between the cultural phenomenon of 'cool' and the economy – the economics of cool.

Three years studying the work of the world's leading economists and philosophers followed.

A depth of understanding was established in the spaces of cool and monetary systems. 250 case studies of famous businesses, political figures and artists also fed into the exploration.

And then the practical knowledge. After 25 years in the fields of creative direction, business strategy and management, she had seen innumerable ideas succeed and fail in the market and the boardroom.

Patterns became apparent across the dynamics of power, economics, taste, originality and sociology that pointed to universal factors that determined whether an idea, business or product would work or not.

It became clear that if the nature, timing and commercial structuring of a concept were right, then it could sync with the movements of the cultural zeitgeist and generate immense monetary value.

Coolnomics is a commercial strategy practice for developing, scaling and valuing ideas.

In the world of Coolnomics, we focus on compelling ideas that are both resonant and commercially valuable.

An idea is a company strategy, a product concept, a marketing campaign, a technological innovation, a property project or a political run. The practice runs the same on all of them.

We often see the cool and the money spoken about in separate rooms. Product and brand in one. Ops, tech and finance in another. The C-suite and the board in a third.

Each room speaks its own language and reads an idea through its own lens. Coolnomics provides us with commercial strategy tools and a shared language across all of them. An MBA-level, whole-of-business lens, with the missing piece – the cool.