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The Intention Economy [Hardcover] (RARE BOOKS)
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What?s the single, powerful, practical idea (SPPI)?Doc Searls maps out the implications of a customer-driven business revolution that?s flipping the paradigm of supply and demand, and putting consumers in charge.Description:Very soon, customers will gain the means to become truly free and independent actors in the marketplace. They will come equipped to tell producers and vendors what they want, how they want it, where and when. They will be able to form and break relationships with vendors, on their own terms. Customer power will be personal, and not just aggregate. Each customer will come to market with his or her own means for expressing demand, making choices, and participating in relationships.Once customer expressions of intent become abundant and clear, the range of economic interplay between supply and demand will widen, and its sum will increase. The result will be the intention economy.This New economy will challenge the "attention economy" that has defined marketing since the dawn of advertising. Instead of guessing what might get the attention of consumers--or what might "drive" them like cattle--vendors can respond to actual intentions of customers. Demand will drive supply, but not just with cash and collective appetites. Information will precede money. This information will be abundant, and expressed in terms that any vendor can understand--if they're ready.Doc Searls, coauthor of the information age classic, The Cluetrain Manifesto, shows how this paradigm shift has already taken place in many concrete ways--for example, how "vendor relationship management" is supplanting "customer relationship management"--and maps out the implications, both immediate and far-reaching, for business and the world.About the author:Doc Searls is Senior Editor of Linux Journal, co-author of The Cluetrain Manifesto, and a well-known and widely quoted blogger (he's been blogging since 1999). His work as a journalist, speaker and advocate ofthe Internet led to a Google-O'
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