Electrons in condensed matter have internal degrees of freedom, such as charge, spin and orbital, leading to various forms of ordered states through phase transitions. However, in individual materials, a charge/spin/orbital ordered state of the lowest temperature is normally uniquely determined in terms of the lowest-energy state, i.e., the ground state. Here, we summarize recent results showing that under rapid cooling, this principle does not necessarily hold, and thus, the cooling rate is a control parameter of the lowest-temperature state beyond the framework of the thermo-equilibrium phase diagram. Although the cooling rate utilized in low-temperature experiments is typically 2*10^-3 - 4*10^-1 K/s, the use of optical/electronic pulses facilitate rapid cooling, such as 10^2-10^3 K/s. Such an unconventionally high cooling rate allows some systems to kinetically avoid a first-order phase transition, resulting in a quenched charge/spin state that differs from the ground state. We also demonstrate that quenched states can be exploited as a non-volatile state variable when designing phase-change memory functions. The present findings suggest that rapid cooling is useful for exploring and controlling the metastable electronic/magnetic state that is potentially hidden behind the ground state. ; Comment: 21 pages, 5 figures, short review paper, published online in Adv. Mat