The intention economy
While marketers look for more ways to get personal with customers, including new tricks with “big data,” customers are about to get personal in their own ways, with their own tools. Soon consumers will be able to: • Control the flow and use of personal data • Build their own loyalty programs • Dictate their own terms of service • Tell whole markets what they want, how they want it, where and when they should be able to get it, and how much it should cost And they will do all of this outside of any one vendor’s silo. This new landscape we’re entering is what Doc Searls calls The Intention Economy—one in which demand will drive supply far more directly, efficiently, and compellingly than ever before. In this book he describes an economy driven by consumer intent, where vendors must respond to the actual intentions of customers instead of vying for the attention of many. New customer tools will provide the engine, with VRM (Vendor Relationship Management) providing the consumer counterpart to vendors’ CRM (Customer Relationship Management) systems. For example, imagine being able to change your address once for every company you deal with, or combining services from multiple companies in real time, in your own ways—all while keeping an auditable accounting of every one of your interactions in the marketplace. These tantalizing possibilities and many others are introduced in this book.
Stats for nerds
7recommend
9mentions
9people
2012–2022years
78% recommend22% neutral
Mentions per year
What Hacker News says
- Try the 10th anniversary edition. Has more chapters, and some slightly more evolved views.
And while you're at it, try The Intention Economy as well. :-)
- Doc Searles subsequently wrote a good 2012 book 'The intention Economy' https://www.amazon.com/Intention-Economy-When-Customers-Char... 'Caveat venditor—let the seller beware' 'While marketers look for more ways to get personal with customers, including new tricks with “big data,” customers are about to get personal in their own ways, with their own tools. Soon consumers will be able to:
• Control the flow and use of personal data • Build their own loyalty programs • Dictate their own terms of service • Tell whole markets what they want, how they want it, where and when they should be able to get it, and how much it should cost
And they will do all of this outside of any one vendor’s silo. '
Another lap of utopian 'what the world could look like' which is a good thing IMO. The reality though is that the few big platform companies literally 'crushed it' a decade ago and now dominate everything from the stock market to retail, socializing, information flows etc and the earnest pre Web 2.0 philosophers seem naive and simplistic in their 20+ year old vision....
- See "The intention economy" by Doc Searls.
- Here's a cool book on this subject: http://www.amazon.com/Intention-Economy-When-Customers-Charg...
- Instead of looking from the point of view of business, why don't you try to look from the point of view of the consumer and see where it gets you?
That's the approach taken by the people behind Project VRM and Doc Searls' Intention economy[1].
- Doc Searls' book, The Intention Economy spends a great deal of time covering all 5 shifts that Shapiro mentions. If you were interested in this article, you should definitely check out The Intention Economy.
