Cool-right-now can be a useful phase. I was happy to see it used in an entertaining Onion interview with Patton Oswalt. Oswalt says:

“Nothing goes stale and sour quicker than street cred. There’s nothing more perishable than cool-right-now.”

It’s especially good advice if you’re creating a story to connect with people across a wide range of places, times, and cultures. These are all smart objectives when you’re consulting with a client like Dreamworks. The lesson carries over to many other (though not all) types of design work. As Oswalt suggests, it’s sometimes best to avoid cool-right-now.
[tags]cool-right-now, Patton Oswalt, Onion[/tags]