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That's Not Cool

Your brand has left the list of must-haves and is headed toward the list of things people wouldn't be caught dead with. How do you turn it around?

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This story appears in the June 2002 issue of Entrepreneur. Subscribe »

It's every entrepreneur's dream: You're in the right place at the right time, and your product, service or brand takes off unexpectedly. You're the coolest thing going.

Then just as suddenly, you're not. Your cool has almost run its course, and you run the risk of becoming a cautionary tale in some business textbook. So what will you do when you start losing your cool? It's an important question to ask yourself if you want to be more than just a fad.

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