This is the age of the slogan, the soundbite, the snappy phrase in place of considered argument. Thought is dying; reason’s gone critical. In bookshops and magazine racks we’re told only what we want to hear: we’re told it in neat, bullet-pointed affirmations of our own worth.

No more. This is the fightback. The resuscitation. This is the slogan as explainer of the world. One a day for a year. Three hundred and sixty five phrases, soundbites and bullet points with which to make sense of the way things are now and point to how things could be tomorrow. Read them and weep.


Friday

20. Trying to be cool is not cool

Cool is given, not created. The right clothes, the right views, the right tastes won’t make you cool if you’re not cool – and all the wrong clothes, views and tastes won’t matter if you are. Everyone wants to be cool. And the coolest thing of all is that it’s those who want it most who have it least, and those who want it least, who have it most.
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