As I sit comfortably in my air conditioned house I am thankful that I don’t have to be outside today. With temperatures approaching triple digits for several days in a row, our large sycamore is casting its bark all over the back yard. That’s how it handles the stress of extreme heat.

What about you? Are you staying cool? Since cool has a double meaning, and since I’m in the advertising business (which is all about being relevant), I might also ask if your business is staying “cool.” If you’re concerned that most of your clients are grandparents, it may be time to add some “cool” to your product service mix.

How do you add cool to your mix? Your advertising agency or marketing consultant should be a good resource for you. You can also take a look at what your kids, nieces, nephews, or grandkids are excited about. You could engage young people in a contest to come up with the coolest idea for a new product or service. Maybe you could offer a game for kids on your website. It doesn’t have to cost a lot. It just requires some creative thinking and execution on your part.

After all, who doesn’t want to be cool?

The world is all a twitter with the newest social networking site. But is it really a useful tool for business? Like a blog, the most difficult part may be finding something new and relevant to tweet to your customers and potential customers. I’m not on Twitter yet. I remain skeptical. But, when I find someone using it effectively for marketing their product, service or brand, I may have to adopt yet another new use of technology. I’ll let you know how it goes!