Review of ‘The Intention Economy’ by Doc Searls
Review by J.D. Lasica
Title: “The Intention Economy″
Author: Doc Searls
My rating: ☆☆☆☆☆
Release date: May 1, 2012
In “The Intention Economy” (Harvard Business Review Press), Doc Searls picks up where he left off as co-author of “The Cluetrain Manifesto,” the seminal 2000 book that coined the phrase “conversations are markets” and ushered in a new understanding of how the Internet has changed the power relationship between institutions and individuals.
In his new book, Searls takes things a step further, painting a picture of what happens “when customers take charge” of this often dysfunctional relationship. Searls describes the tiny buds and sprouts of an emerging Intention Economy driven by customer demand and customer intent, an economy he believes has the potential to supplement and perhaps displace the present-day Attention Economy, where companies mine for personal data about us — sometimes with comic ineptitude — so that they can match us with products we don’t want and don’t need.