In this title, 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. Who owns the marketplace? Is it business - or the customer? According to Doc Searls, widely-read journalist and blogger and co-author of "The Cluetrain Manifesto", customers are on the verge of becoming truly free and independent actors in the marketplace with the power of telling vendors what they want, how they want it, and where and when they should be able to get it. This imperative shift in customer power will alter the balance of the market and usher in what Searls calls the "intention economy". In this book, Searls lays out a map for an economy driven by consumer intent, where vendors can - and must - respond to the actual intentions of customers, instead of simply vying for customer attention in hopes of selling them what they might want. In the intention economy, individual power increases, demand drives supply, and information precedes money. Only the vendors and organizations that are ready for the change will survive, and thrive. In fact, says Searls, this paradigm shift has already taken place in many concrete ways - for example, how "vendor relationship management" is supplanting "customer relationship management". And there are more indications on the horizon that the tipping point is not far behind. "The Intention Economy" maps out the implications - both immediate and far-reaching - for business and the world.
The Intention Economy: When Customers Take Charge
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Named a Best Business Book for 2012 in "strategy+business" magazine
"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."
"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."
About the Author
David "Doc" Searls is a journalist, columnist, author and a widely-read blogger, a fellow at the Center for Information Technology & Society (CITS) at the University of California, Santa Barbara, and a fellow alumnus (2006-2010) of the Berkman Center for Internet & Society at Harvard University. He is the co-author of The Cluetrain Manifesto.
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By Rolf Dobelli
TOP 500 REVIEWER
Format:Hardcover
Imagine a world where unknown companies can't track your every digital move, and where you don't have to click, agree and assume all the liability in every transaction. Technology writer Doc Searls envisions that world as the future "Intention Economy," a setting in which people access "Vendor Relationship Management" (VRM) tools that make vendor-customer interactions far more equitable than they are now. Searls intelligently analyzes the web today, the one-sidedness of vendor-customer relationships and the changes VRM can enable. Although tech-savvy readers will enjoy Searls's conversational style, getAbstract warns that nongeeks might find some of his concepts hard to grasp. Even so, Searls's vision is relevant to vendors as well as customers.
Format:Kindle Edition|Amazon Verified Purchase
If you believe that the future can be genuinely different from where are today - this is a must read
Format:Hardcover
A friend in Sweden recommended "The Intention Economy" to me a few days go - so I downloaded it. Having been inspired by Cluetrain, I was expecting some new thinking and conversational writing. I am 10% into the book - and could not wait to share some comments (because as my kids tell me - "sharing is caring"). I can sense that I will soon have a much better understanding of what the commercial process of the future will look like - and how "the internet" will be a part of that. As a teaser "The Social Networking Crash of 2013." I must stop writing now and get back to the "book" but I will check in later to let you know if the writing keeps me excited, or otherwise. For now - it is a STRONG BUY !
Brian
Brian
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