On the Importance of User Centric Identity for the Way we do Business <ul><li>Doc Searls </li></ul><ul><li>Berkman Center,...
Let’s say we all get Identity worked out. <ul><li>For what is all this necessary but insufficient? </li></ul>
It’s insufficient to what Cluetrain said ten years ago: <ul><li>- Chris Locke </li></ul>
Who were the first persons voiced here? <ul><li>Jakob Nielsen:  </li></ul><ul><li>“ You were coming from markets. </li></u...
Toffler saw marketing & markets as opposed, way back in 1980 <ul><li>From  The Third Wave : </li></ul><ul><li>“ (The Indus...
The split in our psyches was between producer and consumer <ul><li>At work we forgot or ignored who we were at home. </li>...
The split is also between the urge to imprison and the need to be free. <ul><li>We have to stop thinking of business as a ...
What does identity have to do with independence? <ul><li>Nothing, unless we use it to build the opposite of a prison. </li...
Independence isn’t about “power”. <ul><li>As Neo said to the architect, </li></ul><ul><li>It’s about choice. </li></ul>
The customer needs to be the Point of Integration <ul><li>Making the customer the point of integration </li></ul><ul><li>W...
We no longer just consume. We produce. And co-produce. <ul><li>“ Captive markets” are obsolete. </li></ul><ul><li>Shared i...
Customer Relationshp Management (CRM) is delusional. <ul><li>CRM doesn’t actually relate. </li></ul><ul><li>It talks to it...
What we need is VRM: Vendor Relationship Management. <ul><li>With VRM, we get to manage our relationships with vendors. </...
I should be able to inquire and relate to markets, on the fly. <ul><li>For example, say I want to buy a stroller for twins...
I should be able to express global (and logical) preferences outside of anyone’s silo. <ul><li>For example,  </li></ul><ul...
I should be able to manage my own health care data. <ul><li>Instead of risking my life when I fill out manual forms with n...
So we’re working on that. <ul><li>We’re a Berkman project, and an international community of developers and other interest...
VRM is the customer’s RM, for vendors. Not  of  vendors. Key difference. <ul><li>It’s what humanizes sellers AND buyers. <...
Say hi to the  relbutton : <ul><li>It says, </li></ul><ul><li>“ I want to pay… </li></ul><ul><li>what I want.” And/or, </l...
The relbutton represents four customer-centric (and -driven) intentions.  <ul><li>Intention to buy — what I want, on my te...
Here’s how it might look in the public media (or music) business: <ul><li>Now we have a tool that lets both buyers and sel...
What happens once we’re actually relating (besides making more money)? <ul><li>Better ways for anybody to pay for anything...
Join us here: <ul><li>projectvrm.org </li></ul><ul><li>We’re a project of the Berkman Center. </li></ul><ul><li>We’re a de...
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Eic2008munich1

  1. 1. On the Importance of User Centric Identity for the Way we do Business <ul><li>Doc Searls </li></ul><ul><li>Berkman Center, Harvard University </li></ul>
  2. 2. Let’s say we all get Identity worked out. <ul><li>For what is all this necessary but insufficient? </li></ul>
  3. 3. It’s insufficient to what Cluetrain said ten years ago: <ul><li>- Chris Locke </li></ul>
  4. 4. Who were the first persons voiced here? <ul><li>Jakob Nielsen: </li></ul><ul><li>“ You were coming from markets. </li></ul><ul><li>“ You spoke in the first person plural voice as customers. </li></ul><ul><li>“ You guys defected from marketing, and sided with markets.” </li></ul>
  5. 5. Toffler saw marketing & markets as opposed, way back in 1980 <ul><li>From The Third Wave : </li></ul><ul><li>“ (The Industrial Age) violently split apart two aspects of our lives that had always been one… production and consumption… </li></ul><ul><li>“ In so doing, it drove a giant invisible wedge into our economy, our psyches … </li></ul><ul><li>It ripped apart the underlying unity of society, creating a way of life filled with economic tension.” </li></ul>
  6. 6. The split in our psyches was between producer and consumer <ul><li>At work we forgot or ignored who we were at home. </li></ul><ul><li>So we “targeted,” “captured” and tried to “own” our very selves. Including our seats and eyeballs. </li></ul>
  7. 7. The split is also between the urge to imprison and the need to be free. <ul><li>We have to stop thinking of business as a way to “capture,” “own” and “manage” customers. </li></ul><ul><li>We have to stop thinking about lock-in as necessary to managing “relationships.” </li></ul>
  8. 8. What does identity have to do with independence? <ul><li>Nothing, unless we use it to build the opposite of a prison. </li></ul><ul><li>That is, a real public marketplace. </li></ul><ul><li>Not just a bigger/better collection of private ones. </li></ul>
  9. 9. Independence isn’t about “power”. <ul><li>As Neo said to the architect, </li></ul><ul><li>It’s about choice. </li></ul>
  10. 10. The customer needs to be the Point of Integration <ul><li>Making the customer the point of integration </li></ul><ul><li>Will give CRM systems something real to relate to. </li></ul>
  11. 11. We no longer just consume. We produce. And co-produce. <ul><li>“ Captive markets” are obsolete. </li></ul><ul><li>Shared intelligence is far more powerful and creative than captive eyeballs. </li></ul><ul><li>A new economy will grow around voluntary relationships between buyers and sellers. </li></ul>
  12. 12. Customer Relationshp Management (CRM) is delusional. <ul><li>CRM doesn’t actually relate. </li></ul><ul><li>It talks to itself. </li></ul><ul><li>You’re still a target. A wallet with eyeballs. </li></ul>
  13. 13. What we need is VRM: Vendor Relationship Management. <ul><li>With VRM, we get to manage our relationships with vendors. </li></ul><ul><li>We get to set our terms. </li></ul><ul><li>We get to help vendors in ways CRM systems currently prevent. </li></ul><ul><li>We get to help CRM actually relate for a change. </li></ul><ul><li>Some examples… </li></ul>
  14. 14. I should be able to inquire and relate to markets, on the fly. <ul><li>For example, say I want to buy a stroller for twins in the next 2 hrs in 80538 München. </li></ul><ul><li>— without going into a silo, or giving any more than the required information… </li></ul><ul><li>— which mainly consists of being trustworthy and having money to spend. </li></ul>
  15. 15. I should be able to express global (and logical) preferences outside of anyone’s silo. <ul><li>For example, </li></ul><ul><li>IF I am calling for tech support, </li></ul><ul><li>THEN I don’t want to hear a commercial message. </li></ul><ul><li>AND I am willing to pay $X to reach a human in <60 seconds. </li></ul>
  16. 16. I should be able to manage my own health care data. <ul><li>Instead of risking my life when I fill out manual forms with names of diseases I don’t know how to spell. </li></ul>
  17. 17. So we’re working on that. <ul><li>We’re a Berkman project, and an international community of developers and other interested parties. </li></ul><ul><li>And we’re working on stuff already. </li></ul><ul><li>For example… </li></ul>
  18. 18. VRM is the customer’s RM, for vendors. Not of vendors. Key difference. <ul><li>It’s what humanizes sellers AND buyers. </li></ul><ul><li>It’s what turns Fort Business into whatever works better in real markets… </li></ul><ul><li>Where sellers and buyers are both human. Again. </li></ul>CRM VRM
  19. 19. Say hi to the relbutton : <ul><li>It says, </li></ul><ul><li>“ I want to pay… </li></ul><ul><li>what I want.” And/or, </li></ul><ul><li>“ I want to relate… </li></ul><ul><li>on my terms… </li></ul><ul><li>and not just yours.” </li></ul><ul><li>“ This is my code’s way </li></ul><ul><li>of letting your code know that. </li></ul><ul><li>Even if you’re not listening. Yet.” </li></ul>
  20. 20. The relbutton represents four customer-centric (and -driven) intentions. <ul><li>Intention to buy — what I want, on my terms, as well as yours. </li></ul><ul><li>Intention to sell — on customers’ terms, as well as ours. </li></ul><ul><li>Intention to relate — on my terms as well as yours. </li></ul><ul><li>Existing relationship, managed by both sides. </li></ul>
  21. 21. Here’s how it might look in the public media (or music) business: <ul><li>Now we have a tool that lets both buyers and sellers express their intentions, scaffold their relationships. (Among much more. No limit.) </li></ul><ul><li>Listeners, viewers and readers can both pay for and relate to public media in ways that work for both. </li></ul><ul><li>Of course, this can work for print as well. </li></ul><ul><li>And for music. Think about it. </li></ul>
  22. 22. What happens once we’re actually relating (besides making more money)? <ul><li>Better ways for anybody to pay for anything. </li></ul><ul><li>Relationships not contained by CRM systems. </li></ul><ul><li>Markets that aren’t “your choice of silo.” </li></ul><ul><li>More and better data in the right hands. </li></ul><ul><li>The end of the split inside our heads. </li></ul>
  23. 23. Join us here: <ul><li>projectvrm.org </li></ul><ul><li>We’re a project of the Berkman Center. </li></ul><ul><li>We’re a development community that’s already very active and fun. </li></ul>
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