The Little Book of Cool, published this week, offers curt sentences on cool in various countries. Examples of this insight? In Italy 'football is cool' and, in Poland, 'beer is a key drink'. Apparently in Sweden it is cool to 'read some serious literature - the Bible, for instance', while in Spain it is cool to 'aspire to professional jobs'.
PROs take note: never has the stock of beer-swilling evangelical accountants been so high with kids across Europe.