2009 03 24 Lunchtalk

The Intention Economy: What Happens When Customers Get Real Power ,[object Object]

Problem Example: People vs. Comcast ,[object Object],[object Object],[object Object],The real problem: Comcast can’t fix itself alone. Nobody on the sell-side can.

Another Problem: Loyalty Cards ,[object Object],[object Object],[object Object],[object Object],[object Object]

Case in point: the Harvard Coop ,[object Object],[object Object]

Joining any loyalty program is a pain in the butt. ,[object Object]

Now I’m a member. Which means I have to care about this: ,[object Object],[object Object],[object Object]

Another failure: Donating money to WMBR. ,[object Object]

The problem in all these cases is Customer Relationship Management ,[object Object],[object Object]

CRM is a $12 Billion business… ,[object Object],[object Object],[object Object],[object Object]

The problem is that most big business still thinks the best customer is a captive one. ,[object Object],[object Object]

A “free market” is still “your choice of captor.” ,[object Object]

We have to prove that a free customer is more valuable than a captive one. ,[object Object],[object Object]

VRM is how customers, anywhere in the long tail… ,[object Object],[object Object]

VRM is the reciprocal of CRM. ,[object Object],[object Object],[object Object],VRM CRM

With VRM, the individual is the point of integration for his or her own data. ,[object Object]

We have an active and growing community ,[object Object]

VRM is an open source project. ,[object Object],[object Object]

Here is some of what we want VRM to do.

Manage our own health care data. ,[object Object],[object Object]

Issue a “personal RFP” to whole markets, on the fly. ,[object Object],[object Object],[object Object]

Assert useful Terms of Service. ,[object Object],You agree we aren't liable for annoying interruptions caused by you; or a third party, buildings, hills, network congestion, rye whiskey falling sickness or unexpected acts of God or man, and will save harmless rotary lyrfmstrdl detections of bargas overload prevention, or in the event of random siding management retrenchments, or Elvis leaving the building. Unattended overseas submissions in saved mail hazard functions will be subject to bad weather or sneeze funneling through contractor felch reform blister pack truncation, or for the duration of the remaining unintended contractual subsequent lost or expired obligations, except in the state of Michigan at night. We also save ourselves and close relatives harmless from anything we don't control; including clear weather and oddball acts of random gods. You also agree we are not liable for missed garments, body parts, or voice mails, even if you have saved them. Nothing we say or mumble here is trustworthy or true, or meant for any purpose other than to feed the fears of our legal department, which has no other reason to live. Whether for reasons of drugs, hormones, gas or mood, we may terminate this agreement with cheeful impunity, and there’s not a damn thing you can do about it. Accept.

Create a new business model for free media. (one that isn’t advertising) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The model is called PayChoice. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

VRM will inform CRM. ,[object Object],[object Object]

Relating will have its own symbol: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The r-button can represent different states: ,[object Object],[object Object],[object Object],[object Object],[object Object]

Here are a few ways it might look: ,[object Object]

Back to the title question: ,[object Object]

Customers will get their own pricing guns. ,[object Object],[object Object]

Customers and Vendors will both get to wear matching rings. ,[object Object],[object Object],[object Object]

The Intention Economy will get real. ,[object Object],[object Object],[object Object]

The advertising bubble will burst. ,[object Object],[object Object],[object Object]

Cluetrain will finally be right. ,[object Object]

2009 03 24 Lunchtalk

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2009 03 24 Lunchtalk