The Intention Economy
From: Chuck Richard
Date: Friday, July 14, 2023 at 6:13 AM
To: Anthea Stratigos
Subject: The Intention Economy
Hello, Anthea
I was doing my morning scan of news — any and everything EXCEPT US politics, which I refuse to read — and after enjoying delightful coverage in The Standard of the 155th anniversary of the first breeding of golden retrievers in Scotland, I read your Fridays with Anthea piece.
I was of course surprised to see your reference to my pet favorite theory of that most profound and quixotic of all marketing and advertising models: the Intention Economy, also called Vendor Relationship Management (VRM) in 180° contrast to Customer Relationship Management (CRM). It’s the Never Never Land of what marketing and advertising should be. Here’s the great Doc Searles’ summary of what he so beautifully imagined and crafted, from the Wikipedia entry on this model:
Doc Searls believes VRM will help create what he calls an intention economy, which he described first in an essay[5] by that name in Linux Journal. There, he writes, “The Intention Economy grows around buyers, not sellers. It leverages the simple fact that buyers are the first source of money, and that they come ready-made. You don’t need advertising to make them. The Intention Economy is about markets, not marketing. You don’t need marketing to make Intention Markets.”
It’s still perfection. The way the world should be. But has never gained a meaningful foothold.
Maybe we need to start wearing green baseball caps with Make Marketing Great Again on them.
Hope you’re well, soaking in the happiness from your family and other pursuits! Please say hello from me to Greg and any other Outsell folks or customers who I know.
I’m blessed to still be doing fine here with my wife and our son and annual blue water tall ship sailing (did Boston to Azores in May this year, photo below, planning Hawaii to Japan in 2024 and Capetown to Natal in Brazil in 2025) and of course running and now working to sell SmartPitch.
Hugs and best wishes, and thanks for beaming me back into the discussion.
Chuck
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Chuck Richard PhD, CEO & Co-Founder
SmartPitch LLC #BetterThanRadar
U.S. Patent 10,582,008
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