The Real Science of Being Cool

That viral "coolness study" got it completely wrong. Here are the five real traits of being cool.

Miles Davis, the coolest.

Post summary

• A recent study claiming to reveal “the six traits of being cool” made headlines across major outlets—but the research was flawed and missed key insights.

• I analyzed multiple studies on coolness plus historical figures we actually consider cool to find the real patterns.

• Being perceived as cool matters for wellbeing—it affects status, which in turn impacts mental and physical health, earning potential, and relationships.

• We’ll reveal the five real traits of being cool that arise across studies and in culture.

Quick housekeeping

• This post, like all Monday posts, is free to all subscribers. Enjoy.

• But only Members get full access to all our posts, videos, and audio. Be cool—become a Member here:

• ICYMI

  • On Wednesday, we covered a dorky habit Huberman and I are obsessed with. It’ll help you live life more wisely.

  • On Friday, we did a live tour of my garage gym. I explained my favorite pieces of gym equipment and why I love them.

• Shoutout to our partners:

  • GOREWEAR designs endurance gear for Two Percenters. I live in their Concurve 2-in-1 Shorts during summer outdoor workouts. I also used their Drive Vest for windy hikes. Use code EASTER30 for 30% off your next order.

  • Momentous made me feel good about supplements again. They’re trusted by pro sports teams, the U.S. military—and Two Percent. My picks: Essential Plant Protein + Creatine. Use discount code EASTER for 35% off.

Audio version of this post

Listen in the audio bar.

Note: This post has a lot of videos. You should watch them for context.

The post

You may have seen headlines about a new study claiming to reveal “the six traits of being cool.” The New York Times, CNN, The Guardian, The Week, and more all covered it.

Each write-up regurgitated the six, jargony traits without further scrutiny, as if they were gospel.

I read the study. Let’s just say the takeaways were not gospel and needed further scrutiny.

The researchers missed key personality traits of being cool. Their findings clashed with culture and common sense.

So I began exploring the obscure field that researches being cool and found other studies that contradicted the new study.

No single study held the answers. But taken together, they revealed patterns.

I discovered overlapping patterns in the research, examined traits from historical figures we consider cool, and applied a increasing rare quality called common sense.

The analysis revealed five actionable traits. Below, you’ll learn:

• The five traits of being cool.

  • What each trait is.

  • How you can build the trait.

  • A historical figure who embodies the trait.

Here’s why it matters: Being perceived as cool is important for long-term wellbeing because it affects our status and self-esteem. Status changes are arguably the most important factor for mental health and are tightly linked to health outcomes. It’s why higher-status people are generally happier and experience fewer mental and physical health problems like anxiety, depression, and heart disease.

Plus, it affects how much money we make, the friends we have, and more.

Let’s roll …

The 5 real traits of cool

1. Be confident

Whatever your personality, don’t bunt. Swing boldly for the fences.

Some research said being socially outgoing is a key to coolness. Other papers suggested being socially aloof was cool.

We see this contradiction among the figures we consider cool. Think of the high-energy outgoingness of Muhammad Ali versus the calm, aloof presence of Steve McQueen.

The commonality: social confidence.

As Miles Davis said, “Anybody can play. The note is only 20 percent. The attitude of the motherfucker who plays it is 80 percent.”

Here’s a research-backed tip for being more socially confident: Assume anyone you’re talking to already likes you. The science¹ shows this improves confidence and leads us to act warmer and be more accepted.

Case study: Dolly Parton. She’s fabulous and humble, honest and self-deprecating—and confident in everything she does and says.

2. Have fun

Longevity obsessives like Brian Johnson—who lives a life indoors tracking his biomarkers, boners, and life in a spreadsheet—will never be cool.

All the research found that being somewhat hedonic and leaning into life’s pleasures was critical to being cool.

It’s about balance. Too much pleasure seeking looks sloppy and out of control. Too little and you come off as a humanoid robot.

Here’s how to find the balance: Have a good time when you’ve earned it. Pour that drink or eat that dessert after a long day in the mountains. Celebrate after a promotion.

Case study: Anthony Bourdain. We saw him drink and eat heart-clogging food on screen, but he did it in amazing places that required miles, sweat, and grit to reach.

3. Follow your own compass

Conformity kills coolness.

Cool people act independently, follow their own compass, and make decisions without being influenced by others.

But it’s not rebelling for rebellion’s sake—which is its own uncool type of conformity. Cool people latch onto trends and social norms they like and disregard those they don’t.

The takeaway: You do you. Don’t adopt new trends you don’t like. Don’t shy away from the unpopular ones you do.

Case study: Oasis frontman Liam Gallagher, who’s lived by his own code for decades (and understands that being cool is a secret to success).

4. Be curious

Across the studies, individuals who were considered cool were open to new ideas, experiences, and risks. Sometimes these were physical adventures. Other times they were intellectual or creative.

How to use it: Don’t stick to one repetitive lane. Try new, unexpected things. If something interests you, go for it. You’ll learn something along the way and develop more skills.

The work of

David Epstein

shows that people who don’t hyperspecialize and follow a range of interests tend to do better in the long run.

Case study: Miles Davis. He constantly followed his curiosity and pushed the boundaries of what jazz could be. He birthed cool jazz, shifted to modal jazz, then into fusion. These two albums—one from 1959 and another from 1970—showcase his evolution:

5. Practice “Sprezzatura”

This Italian concept from the 1500s means “careful carelessness.”

It’s the art of making something difficult look effortless, or appearing nonchalant when doing hard things.

All the research suggests that appearing to try too hard is not cool, even if it pays off.

The takeaway: Get so good at something that you can do it without appearing to try. You can apply this to work, conversations, public speaking, fashion, anything.

Case study: Dean Martin, the coolest man who ever lived.

He’d stumble out on stage with a drink and cigarette in his hand, tell some jokes, and forget his lines. It seemed spontaneous and effortless, but he was entirely in control.

Have fun, don’t die, be cool.

-Michael

1. Stinson, D. A., Cameron, J. J., Wood, J. V., Gaucher, D., & Holmes, J. G. (2009). Deconstructing the “Reign of Error”: Interpersonal Warmth Explains the Self-Fulfilling Prophecy of Anticipated Acceptance. Personality and Social Psychology Bulletin, 35(9), 1165-1178.