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Iiw xxxii-intention-session

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Iiw xxxii-intention-session

  1. 1. Making The Intention Economy Happen Part 2 — Doc Searls
  2. 2. Server Client
  3. 3. History of E-commerce 1995: Invention of the cookie. The end.
  4. 4. Nobody in cattle ranching will save us. • We’ve tried for >20 years • The world’s biggest boycott failed • Regulators made it worse
  5. 5. So, back to what we wanted in the first place:
  6. 6. A personal way for demand to engage supply.
  7. 7. That instrument is the Intentron:
  8. 8. The Intentron— • Is a computer • Can be a physical or virtual device • Is yours alone • Runs apps from independent sources • Runs algorithms that are yours • Based on your personal data, and • Is an agent of your own demand
  9. 9. Signals between Intentrons are asynchronous, and pub-sub, through the Intention Byway.
  10. 10. These are just some of the businesses that can grow markets on the Byway: • Messaging authorities • Addressing authorities • App makers & sellers • Intentron makers & sellers • CDNs
  11. 11. This is new and different. We beg your indulgence. • Messaging authorities • Addressing authorities • App makers & sellers • Intentron makers & sellers • CDNs
  12. 12. 16 • Opaque • Proprietary • Expensive
  13. 13. Very little transparency for both buyer and seller 17 17 John Potential Buyer Bob Owner: looking to sell Alice Owner: looking to sell Before: Without Intentcasting Mary Potential Buyer Real Estate Market Opaque – Proprietary - Expensive I have a condo for sale in Cambridge MA I have a condo for sale in Reston VA I am interested. Contacting privately.. I am in the market to buy
  14. 14. Replace an opaque, proprietary, and expensive market with the Intention Byway 18 18 With Intentcasting Real Estate Market Opaque – Proprietary - Expensive Transparent Open Competitive re-global Re- Boston Re- SF Re- KC Re- Miami Re- DC Byway Operators • Liliput • Blefuscu • realestate Apps • RESellApp • REBuyApp • RECommunityAPP
  15. 15. FOOD
  16. 16. Mostly phone-based near-constant contact between sellers and buyers 20 20 John Chef Jack Farmer 200 mi. away Jill Farmer: 20 mi. away Before: Without Intentcasting Georgette Trucker I have carrots. I have carrots. I can deliver anything anywhere, priced by distance & timing. I need 50lb of carrots delivered by Friday afternoon, and a quote.
  17. 17. Replace a chaotic market with a more efficient one via Intention Byway 21 21 With Intentcasting Still a food market, but: Transparent Open Competitive food supply PEI SoCal York Ea. MD Addressing Authorities • lilliput • blefuscu • cherry-foods Apps • FoodsFarmerlApp • FoodsChefApp • FoodsDeliveryApp
  18. 18. With IntentCasting (after) Customer Commons 22 Individuals use affordable appliances FoodsFarmerApp Jack Jill urn:cherry-foods:@farmer-requests urn:cherry-foods:@delivery-requests FoodsCherryApp Joh n Georgette FoodsChefApp FoodsDeliveryApp FoodsFarmerApp
  19. 19. With IntentCasting (after) Customer Commons 23 REAL ESTATE Individuals use affordable appliances I have a condo for sale in Cambridge MA RESellApp RESellApp Bob Alice urn:realestate-sellers:@SELL urn:realestate:@communities-DC RECommunityApp DC Joh n Mary I am interested. Contacting privately.. value = $1M I have a condo for sale in Reston VA I am in the market to buy REBuyApp REBuyApp

Editor's Notes

  • For years now we’ve had VRM Days on the day before IIW—the Internet Identity Workshop—which takes place twice a year at the Computer History Museum. Thanks to the pandemic, this will be the third VRM Day and IIW happening in virtual rather than physical space. A difference this time is that we’re framing the day around what Customer Commons is up to.

    Customer Commons is ProjectVRM’s sole spin-off. It’s a nonprofit that’s about creating a world of liberated, powerful and respected customers. I’m wearing my Customer Commons hat here, because CuCo (that’s our nickname for Customer Commons) is working on something we think will be big.
  • What happened seemed innocent at the time: a simple design choice called client-server. It works like this.

    You’re a calf who goes to a website’s server for the milk of content, plus cookies. This is where we have been since 1995. This is the beginning, middle and end of e-commerce as we know it,

    The original idea behind the cookie was for sites to remember what’s called ”state”: that this client was here before, so they can pick up where they left off. A kind of reminder to the server when the client shows up.
  • The History of E-Commere: 1995, invention of the cookie. The end.
  • We’ve tried to work in the existing fecosystem
    The fecosystem is shit.
    The world’s biggest boycott failed. Completely.
    Regulators have made it worse.
    We have to save ourselves.
    We are all sleeping giants.
    Businesses need us being giants.
    Because that’s how they make more money.
    CuCo is the rally point
    A valid feedback loop
    We start locally, with local pieces
    Geographic and topical verticals
    Start where humans meet
    We can scale locally
    save and scale local businesses
    Local is desperate for innovation
    This is a much less costly way to DO business. More cost effective. We are the ants that take over Amazon’s picnic

  • We’ve tried to work in the existing fecosystem
    The fecosystem is shit.
    The world’s biggest boycott failed. Completely.
    Regulators have made it worse.
    We have to save ourselves.
    We are all sleeping giants.
    Businesses need us being giants.
    Because that’s how they make more money.
    CuCo is the rally point
    A valid feedback loop
    We start locally, with local pieces
    Geographic and topical verticals
    Start where humans meet
    We can scale locally
    save and scale local businesses
    Local is desperate for innovation
    This is a much less costly way to DO business. More cost effective. We are the ants that take over Amazon’s picnic
  • With VRM, the customer drives. And there was enough development, in the first six yeas of the project, for me to write a book about it. And, in fact, Harvard Business Review Press invited me to do that. So, in 2012, the book came out. It was called THE INTENTION ECONOMY: When Customers Take Charge.
  • We need to give customers an instrument of demand that’s not about calves browsing cows.
  • That instrument is the Intentron.

    We’re symbolizing it with this red horseshoe magnet, because we thought that one up in 2008, and we still like it.

    The idea for the intentron came to us from Hadrian. Well, not the guy who built the wall protecting Rome from Scotland, but another Roman. Or, actually, a Romanian: Hadrian Zbarcea, an Apache developer and long-time member of the Apache Foundation, as well as a developer for SWIFT, the Federal Aviation Administration and other serious entities. Hadrian came to us because he read The Intention Economy, and saw a way to make it happen that wasn’t yet another hack on the calf-cow model or the feudal system of big platforms and inadequate regulation. And he was already at work on code for the Intentron, plus its signaling method.

    Hadrian is now our CTO. Before he takes the stage to explain and demo the Intentron, I’ll frame things up a bit more.
  • The Intentron—

    Can be a physical or virtual device
    Is yours alone
    Runs apps from independent sources
    Runs algorithms that are yours
    Is an agent of your own demand, with
    No limit to the possibilities

  • Signals between Intentrons are asynchronous, and pub-sub, through the Intention Byway.

    Connnecting ramps to the World Wide map of infinite byways

    Think of the Byway for now as a way to route around the calf-cow feudal system; but a way carrying a far higher signaling power from demand to supply. There are a number of very flexible and open parts to the Byway, which Hadrian will explain shortly. Meanwhile I want to make clear that the idea here is for e-commerce 2.0 to host a much bigger and more varied array of businesses than we see now in e-commerce 1.0 and the giants there, eating up more and more of the whole economy.
  • to accept or address messages, they need to know who you’re talking to. But that’s about how that operator runs its business. Main thing: make them interchangeable.

    for delivery you don’t need identiy. but you do need a credential for opening the box

    you don’t even need an account to send email

    you need a reply to an address, and that’s an addressing authority, many services can us. say chip can be the messaging authority for michigan, but he may not, so they are separate services. allow the ability of commmunities to set up their address spaces. need to allow a many to many relationship, to not force some entity to be one and the other. this is not the current model. the only constraint and needs to be managed is uniqueness. can start an authority and subdivide into as many spaces that I want. can be assigned, and can move. the app gets an address you never see. the mechanics behind it is completely hidden. you don’t see it like the domain in a url. stays at the low level. in our case, technically what we do is …cliejnts can change addresses all the time. MAs have less volatile systems. We move the problem to the middle to free up the problem at the edges. telcos are great partners. they’re ISPs. the move from analog to digital, telcos.



  • Signals between Intentrons are asynchronous, and pub-sub, through the Intention Byway.

    Connnecting ramps to the World Wide map of infinite byways

    Think of the Byway for now as a way to route around the calf-cow feudal system; but a way carrying a far higher signaling power from demand to supply. There are a number of very flexible and open parts to the Byway, which Hadrian will explain shortly. Meanwhile I want to make clear that the idea here is for e-commerce 2.0 to host a much bigger and more varied array of businesses than we see now in e-commerce 1.0 and the giants there, eating up more and more of the whole economy.

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