The Intention Economy: When Customers Take Charge
About the book
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.
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 personal intent, where vendors must respond to the actual intentions of customers instead of vying for the attention of many.
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?
May 1, 2012: Off to a good start