How fashionable is your product? Marketing minds suggest targeting the 'alpha pups' - kids so cool that the rest of the pack scampers after them. In science, 'alpha', Greek for A, applies to things that dominate. In primatology (and office life), the 'alpha male' is the king of the swingers. The alpha pup is the pushiest in the dog litter. Pursuing its human equivalents makes sense; but beware, they can turn on you in a minute.