The customer as god – a view from the not too distant future
Doc Searls has an interesting piece on the customer of tomorrow in the WSJ.
The essence: It’s high time that customer were given the tools to control their own data and have companies subscribe to it (in return for some value), rather than companies controlling data in silos and then bombarding customers with spam (aka marketing). He also has a recent book out of this topic – The Intention Economy (on my to read list) – that looks interesting.
Should be a must read for all those in marketing, ecommerce, CRM… this should give them a peek into what lies in the future.
Update: Make that a very painful read. Reading (and finishing) this book made me realize well written books for a couple of reasons. One, the ideas are all over the place; not so much an idea, as a pastiche of related thoughts (mostly quoted). Two, a lot of the chapters are really a few pages long. Really? The germ of the idea here is still bang on. I think this could have been just a long article.