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The Intention Economy: When Customers Take Charge Hardcover – May 1, 2012
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a must-read book ” TechCrunch
Doc Searls has written a very thoughtful book on the intention economy and the promises it holds for both vendors and customers.” Forbes
Searls’s vision raises provocative questions for companies and for marketers.” strategy+business magazine magazine
This is a thoughtful, well researched book with a compelling thesis and call to action for marketers.” Decision
a brilliant piece on free markets and the Internet” Linux Journal
Do yourself a favor. Read The Intention Economy by @dsearls. It’s a very quick study in what VRM means for both brands and consumers.” Business 2 Community (business2community.com)
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.” SocialMedia.biz
Finally a thoughtful, hype free book worth reading about digital marketing, the relationships we have with vendors, and a vision for a better future where we have greater control of our personal data.” ZDNet
ADVANCE PRAISE for The Intention Economy:
JP Rangaswami, Chief Scientist, salesforce.com
Consumers have a right to exercise control over what personal data companies collect from them and how they use it.’ That’s the way the draft of the US Government’s planned Privacy Bill of Rights begins. If you want to understand what this really means, then Doc’s book is the place to start. In fact, if you want to understand anything about what’s really happening with customers, this book is for you. An excellent read.”
Seth Godin, author, We Are All Weird
Profound, far-reaching, and one of those books people will be bragging about having read five or ten years from now.”
John Hagel, Co-Director, Center for the Edge; coauthor, The Power of Pull
This book provides a much-needed road map for a profound shift in global markets. Vendor Relationship Management will turn markets as we know them inside out. Searls, as the key architect of this new movement, provides a compelling view of both why and how these changes will occur. You cannot afford to ignore this book."
Esther Dyson, angel investor
From Doc’s mouth to vendors’ ears! Doc Searls describes the economy the way it should be, with vendors paying attention to individuals’ wants and needs. I see a few such business models emerging, and I hope Searls’s book will incite a rush of them.”
Don Peppers and Martha Rogers, Ph.D., co-authors of Extreme Trust: Honesty as a Competitive Advantage
Deliciously skeptical of today’s business models, Searls paints a compelling picture of the future. And if you’re a business manager, The Intention Economy is essential reading. Think of it as an API for dealing with empowered customers. ”
Clay Shirky, author, Here Comes Everybody and Cognitive Surplus
No one has a better sense of the changing relationship between vendors and the rest of us than Doc Searls. In The Intention Economy, he explains the networked economy and your place in it, whoever you arebuyer, seller, advertiser, user.”
About the Author
Top Customer Reviews
As the originator of the "Vendor Relationship Management" (VRM) concept, Doc used his tenure at Harvard's Berkman Center for Internet & Society, to foster several development initiatives designed to provide individuals with tools, resources, and fourth-party agents to help them ("us" actually) do a better job of acting on our own behalf while carrying out everyday commerce. In this book, he takes stock of many of those efforts and also gives credit to a handful of retailers, public broadcasters and other businesses who actively seek to serve their customers without gimmicks, deception of sleight of hand.
Doc recently pointed out that IT and CRM specialists think they are solving "the problems of the future" when they are, in fact, just stuck in the "now.Read more ›
Dr. Milo Pulde
Assistant Professor of Medicine
Harvard Medical School
He has been a tireless advocate for the notion that information about your life, your actions, and your preferences has value... and that you should both control that value and get a piece of it.
I've been lurking on his Project VRM list for a few years, and the ideas shared there have helped me understand issues that may seem a little abstract at first glance - some are revolutionary - but they may well drive the future of business and our society.
Don't even think of betting on Big Data, working in marketing, starting a business or investing in a company without reading this book.
When Customers Take Charge
by Doc Searls
Review by Kelly Mackin, editor, Personal Data Journal.
Reprinted with Permission.
Before the middle of the last century, economics was called political economy. With the rise of computing and advanced statistical techniques after World War II, political economy gave way to econometrics and the rise of quantitative analysis. Political economy was always a broader, and in my opinion better, subject than its descendants for it allowed writers to connect economic thinking to the broader societies and issues that it directly affects.
Working on a four-year fellowship at the Berkman Center for Internet and Society, Doc Searls, an award-winning writer and journalist, has been spearheading a deep and important project on the role of intention in the structure of human action. His project centers on the development of an intellectual and technology consensus to further an improved political economy of the web. The internet was created by engineers who cared more about creating things and worried less about making money. That's why they favored open systems over closed ones.
Searls points out that the "open" internet is now overshadowed by the web as a sort of a Blade Runner "shopping mall." Relationships in this commercial web are governed by an essentially feudalistic rubric where sellers - in their crush to maximize revenue streams - essentially control all the material terms of a relationship. This feudalistic model developed in the absence of a technical infrastructure that would support other models.
As in the case of proprietary email systems, the need exists to develop interaction methods that support a 1:1 correspondence between buyers and sellers.Read more ›
Most Recent Customer Reviews
Doc paints a picture of an exciting and truly customer-driven (don't say "consumer" - he hates that word) world, citing dozens of other web thought-leaders. Read morePublished 5 months ago by L. Friedberg
Really good book. Provides ideas and "ah-ha's." Thoughtful and today's economy-oriented. Worth a read.Published 10 months ago by J Stro
I for one welcome our new VRM overlords. Doc Searls captures business as usual, surrounds it with love, and forces it to surrender!Published 14 months ago by Joshua G. Stern
Really intriguing ideas about the future of transactional relationships. A bit all over the place thoughPublished 17 months ago by Drew Fay
Interesting concepts about empowering buyers/consumers. Some of these ideas may be applicable in an illusory way to current marking platforms. Read morePublished 22 months ago by BARRY G
CRM should be thrown out of the window and replaced with VRM and give customers the power to choose vendors and not be locked in with vendors. Read morePublished 22 months ago by Yitch
I enjoyed this book for many reasons. I loved it's insight into the way a customer really wants to work, I enjoyed reading about how early we are still in the web game and a... Read morePublished on June 20, 2013 by Robert Kirk
This book gave a great perspective that made sense of the increasing/accelerating shift to the consumer designing the commerce experience.Published on May 2, 2013 by Anthony Hackett