ISBN 9781422158524,The Intention Economy: When Customers Take Charge

The Intention Economy: When Customers Take Charge


Doc Searls



Harvard Universal Press

Publication Year 2012

ISBN 9781422158524

ISBN-10 1422158527


Number of Pages 320 Pages
Language (English)


"The fine distinction between consumer and customer is at the heart of this insightful look at how some companies, like Trader Joe's, are moving in the direction of the "intention economy," where the desires and needs of individual customers primarily determine what the vendors offer." - Fort Worth Star Telegram "it's fun, insightful reading for anyone interested in becoming "self-actualized, liberated customers." - 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: (1) Control the flow and use of personal data, (2) Build their own loyalty programs, (3) Dictate their own terms of service, and (4) 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. As customers become more independent and powerful, and the Intention Economy emerges, only vendors and organizations that are ready for the change will survive, and thrive. Where do you stand? 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 of the Internet led to a Google-O'Reilly Open Source Award for Best Communicator in 2005. In "The World is Flat," Thomas L. Friedman calls Doc "one of the most respected technology writers in America." He was a long-time Fellow at Harvard?s Berkman Center for Internet and Society, where the research for this book was based.