Hot on the Trail of Hip

Davos' decidedly uncool crowd tuned in eagerly to hear the likes of Google's Sergey Brin lecture on the nebulous qualities of hipness

How to be hip? That's the question many attendees at the World Economic Forum annual meeting in Davos, Switzerland, were asking. Dozens of them -- the vast majority middle-aged men who looked decidedly uncool -- crowded into a discussion on Jan. 22 to learn the secrets of hipness from young, cult-status entrepreneurs such as Google co-founder Sergey Brin and Wenceslao Cesares, chairman of Lemon Bank, Brazil's most fashionable financial institution.

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