The intention economy
by Doc Searls · first published 2012
78% recommend22% neutral
Why HN recommends it
Argues that customers should drive markets by broadcasting their own intentions to sellers rather than being targeted by advertising; often cited for readers curious about Project VRM and personal data control.
Summarised by Claude from recommending comments
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 Int
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…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]. [1]: http://en.wikipedia.org/wiki/Intention_economy
on “One of the worst patents ever just got upheld in court” ↗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…
on “Cluetrain at 20” ↗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.
on “Sentiment Shifts in 2013” ↗See "The intention economy" by Doc Searls. https://en.wikipedia.org/wiki/Intention_economy
on “People in Silicon Valley Don’t Click on Ads” ↗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. :-)
on “The Cluetrain Manifesto (1999)” ↗Seriously, I am 10-ish years ahead, NOT behind. If you can read a little about Intention Economy, you will understand what I'm talking about.
on “Facebook Advertising is Fool's Gold” ↗Here's a cool book on this subject: http://www.amazon.com/Intention-Economy-When-Customers-Charg...
on “What Is Pinterest? A Database of Intentions” ↗According to this press release [1], this was Initiated by Doc Searls, co-author of The Cluetrain Manifesto and author of The Intention Economy: When Customers Take Charge [1] http://standards.ieee.org/news/2018/p7011_p7012.html
on “IEEE P7012 – Standard for Machine Readable Personal Privacy Terms” ↗…online advertising a bubble in 2008. Then maybe it's time to quit punditry; that was 8 years ago and the online advertising market has grown 2.5x since. > I made “The Advertising Bubble” a chapter in The Intention Economy in 2012. The online advertising market has grown 30% since. Since no market can grow forever, at some point there will be a dip in the industry. Maybe in less than five years, maybe in ten years. And…
on “Is the online advertising bubble finally starting to pop?” ↗