The Intention Economy - Where Customers Take Charge | Curation, Social Business and Beyond | Scoop.it

Oliver Marks  reviews  Doc Searle's latest book,  The Intention Economy  customers will be in control of their own data, vendors and choices.choose who they do business with


'"Finally a thoughtful, hype free book worth reading about digital marketing, the relationships we have with vendors and a vision for a better future"


In essence:


…A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.


The Intention Economy gets perspectives back on track with a credible vision of a world where you are in complete control of your digital persona and grant permission for vendors to access it on your terms and pitch bids for products or services you are interested in buying - essentially you publish a ‘Request For Proposal’ (RFP) for what you are looking for.


**Digital agents applications work for you to signal your needs which vendors then respond to, scrabbling to compete for your business.


**It’s a vision which is heavily weighted towards individual rights and quality of service - an area the rapidly growing and mutating Customer Relationship Management (CRM) market currently serves and which is valued at eighteen billion dollars in 2012.


Where CRM often seeks to ‘lock in’ and ‘own’ you, flipping over to a ‘VRM‘ model would empower you and give you greater control over your relationships and choices. ‘Caveat venditor - let the seller beware‘ says the book blurb.


There are two benefits to reading this book:


**one is understanding how collective action could result in more control of your digital footprint, data and buying power, 


**understanding what more effective marketing interactions with prospects can look like.


Selected by Jan Gordon covering, "Exploring Change Through Ongoing Discussions"


Read full article here: [http://www.zdnet.com/blog/collaboration/the-intention-economy/2490]