Doc Searls

Doc Searls e David Weinberger, autori nel 1999 del Cluetrain Manifesto insieme a Christopher Locke e Rick Levine, danno nuovamente voce al Popolo della Rete, affinch chi abbia smarrito la via dell'Open Internet possa aprire gli occhi sui pericoli che minacciano il futuro del Web e agire di conseguenza. Queste Nuove Tesi (New Clues) sono una profezia sul futuro del Web, scritta con toni appassionati e visionari. Riuscir il Popolo della Rete ad attraversare un deserto popolato di orde di predoni, per entrare nella terra dell'Open Internet? Il futuro del Web dipende anche da te.

Caveat venditor--let the seller beware 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 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 consumer intent, where vendors must respond to the actual intentions of customers instead of vying for the attention of many. New customer tools will provide the engine, with VRM (Vendor Relationship Management) providing the consumer counterpart to vendors' CRM (Customer Relationship Management) systems. For example, imagine being able to change your address once for every company you deal with, or combining services from multiple companies in real time, in your own ways--all while keeping an auditable accounting of every one of your interactions in the marketplace. These tantalizing possibilities and many others are introduced in this book. 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?

Ten years after Cluetrain's original publication, too many companies still ignore the idea that markets are really made up of people. In our rapidly changing world, this book's message is more vital than ever. Companies may be wired for business, but they still struggle with how to talk to their customers like human beings. The 10th Anniversary Edition features extensive new commentaries by industry leaders, but the core message of this modern business classic remains intact.