Jeremy Gutsche was one of the presenters at the Young Executive Society conference presented by AIA Canada last week. The founder of the web site trendhunter.com, Jeremy's presentation was titled "Unlocking Cool." It turns out that it's a little more complicated than never taking off your sunglasses.

The big secret to unlocking cool? In the words of Jeremy Gutsche, "Relentlessly obsess about your story." I think this is good advice for our industry. We should always be thinking about what makes us great, and then follow through by taking that message to the people.

What is it that makes our industry great? For me, it's the wide variety of people from diverse backgrounds, who are always ready to meet whatever challenges they come across.