2009 11 18 Kynetx Impact Conference

The Intention Economy: What happens when customers get real power ,[object Object]

The universe took a while to make.

The Net’s taking some time too. ,[object Object],TCP/IP NOW Whatever Giant Zero Ambient Connectivity Web Blogging & RSS Early open protocols ISPs Graphical browsers Free software Open source Live “ real-time” Web Dunno Linux 1980s 1990s 2000s 2010s 20XXs 2XXXs XXXXs

Consider the online shopping “experience” ,[object Object],[object Object]

Consider “Terms of ‘Service’” that also haven’t changed since 1996: ,[object Object],[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.

Brick & mortar businesses are adopting what’s broken online. ,[object Object],[object Object],[object Object]

Loyalty cards are the Green Stamps of our time. ,[object Object],[object Object],[object Object],[object Object]

Take for example one fine grocery store… ,[object Object]

To check out “fast” at Shaws, you need to operate one of these: ,[object Object],[object Object],[object Object]

Note to selves: When somebody sells an “experience,” think of this: ,[object Object]

A typical check-out story. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Because we’ve idealized impersonal business. ,[object Object],[object Object]

Do an image search for CRM and you’ll find these: ,[object Object],[object Object],[object Object]

Where do you fit in this picture? ,[object Object]

The problem is the persistent belief that the best customer is a captive one. ,[object Object],[object Object]

Thus we think a “free market” is “your choice of captor.” ,[object Object]

Every captor is also a silo for storing customer data. ,[object Object]

So the hospitality market looks like this: ,[object Object]

“ Social” systems are silos too.

We’ve broken out of silos before. One example: ,[object Object]

And look what the Net blew up in the 90s: ,[object Object]

We’re still in the past. ,[object Object],[object Object],TCP/IP NOW Whatever Giant Zero Ubiquity Web RSS Early open protocols ISPs Graphical browsers Free software Open source Live Web Dunno “ Social” whatever 1980s 1990s 2000s 2010s 20XXs 2XXXs XXXXs

How do we prove that a free customer is more valuable than a captive one.?

One solution is Vendor Relationship Management ,[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]

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],[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.

Have governance of and by — and not just for — the people

Create a new business model for free media. ,[object Object],[object Object],[object Object],[object Object],[object Object]

For example, on the Public Radio Player…

We’ll reform retail by giving customers their own tools of engagement. ,[object Object],[object Object],[object Object]

A new service category will appear. ,[object Object]

There will be no limit to the number or power of 4 th parties. ,[object Object]

So, for example, with hotels… ,[object Object],[object Object]

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

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

Let’s talk. ,[object Object],[object Object]

2009 11 18 Kynetx Impact Conference

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2009 11 18 Kynetx Impact Conference