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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?

DISCUSSION AND COMMENTS

May 1, 2012: Off to a good start

Reviews
Seth Godin
Profound, far-reaching, and one of those books people will be bragging about having read five or ten years from now.
John Hagel
This book provides a much-needed road map for a profound shift in global markets. You cannot afford to ignore this book.
Esther Dyson
Doc Searls describes the economy the way it should be, with vendors paying attention to individuals’ wants and needs.
About the author
Doc Searls is senior editor of Linux Journal, coauthor of The Cluetrain Manifesto, and one of the world’s most widely read bloggers. In The World is Flat, Thomas L. Friedman calls him “one of the most respected technology writers in America.” Searls is a fellow at the Center for Information Technology & Society (CITS) at the University of California, Santa Barbara, and an alumnus fellow at the Berkman Center for Internet & Society at Harvard University, where he continues to run ProjectVRM.