Google and Facebook are tech behemoths that offer attractive salaries. But talk to an employee at either, and it’s not about salary; it’s about napping pods and car pickup. Working for a “cool” company is about the culture and the idea, not the traditional images of 401(k)s.

“Cool” means different things to different people, but it’s a safe bet that those looking for a cool startup are eyeing places that offer newfangled perks and jealousy-inducing benefits, such as telecommuting or dog-friendly workplaces. But your business doesn’t have to be cool in the buzz-worthy sense to reap the benefits.

For example, I work in the legal services industry, which might not sound very cool. But my firm, American Injury Attorney Group, went against the g...