The Cool Stuff Theory of Literature states that all literature consists of whatever the writer thinks is cool, and the reader will enjoy the work to the degree that the reader and writer agree about what’s cool — and this functions all the way from the external trappings to deepest level of theme and to the way the writer uses words.

Steven Brust (b. 1955) American writer, systems programmer

Interview (2003-02-03) by Chris Olson, Strange Horizons
    (Source)

Brust says the idea was taken from advice given by Gene Wolfe.