(Entrepreneur.com) — Whether you like it or not, style has caught up to substance in the modern business landscape. Everyone’s got an opinion about what’s cool, and those opinions can make or break you, 140 characters at a time. It’s like the first day of school at Beverly Hills High and, as a small business, you might be feeling like the gawky new kid from the Midwest. Harder still, it’s not enough just to get the popular crowd to like you–now you have to do it without alienating yourself from the edgy kids. Long story short: You’re not getting anywhere until you can establish yourself as cool, because when it comes to business, cool equals cash.