Cracking read By William "williamheath"

This review is from: The Intention Economy: When Customers Take Charge (Hardcover)

This is a cracking read. Doc Searls' thesis - that customers will increasingly take charge of their end of the e-commerce relationship with profound effects - has a visceral appeal, and the same sense of inevitability that now seems obvious in hindsight with The Cluetrain Manifesto. It's built on his profound and well-researched understanding of technology, particularly the Internet and open source software, of advertising and marketing. But he wears this learning lightly, he avoids jargon and puts his message across in a folksy and humourous style. With the skill set he has it's some sort of miracle that instead of being blockedbooked years in advance earning vast consultancy fees from corporate boardrooms he's instead out there speaking for each and every one of us. We've yet to find out just how this world he describes will come about. But his book describes plenty of straws in the wind, and it seems inevitable - to this reader at least - that his vision will be realised, with vast implications and consequences for businesses of all sorts, for public services and the dignity of individuals.