Serving Intention outperforms Creating Attention

From Doc Searls and the opportunity for VRM solution:

"In the long run, there’s going to be a lot more money in helping demand find supply than in helping supply find (or create) demand—simply because the efficiencies involved in helping money-in-hand find places to go exceed the guesswork that defines advertising at its core. That even goes for Google, which introduced the radical notion of accountability, but still involves mountains of wasted placements (by countless Linux servers pushing gazillions of tiny text ads into the margins of blogs and search results). I’m not saying that advertising ends, by the way, just that its fate is to become part of an informational ecosystem that supports the buying intentions of customers at least as well as it supports the selling intentions of vendors.

For a hint at what’s to come, [a November 2007 Forbes column by Peter Huber] says:

…sneak into your teenager’s bedroom. Ignore the dusty Dell, Mac and even the iPhone—marvel instead at Microsoft’s Xbox, Sony’s PlayStation or Nintendo’s Wii. For a preview of what you’ll be doing on such a machine, don’t waste time trying to type a letter—where’s the keyboard, anyway?—or run a spreadsheet, or Google a search, or crawl through eBay or Amazon. Go [play] Halo 3.

What matters isn’t that these are games. It’s that they’re live. They involve data-thick interaction in real time.

I’ve maintained for some time that the most important step forward in the Net’s recent history is not the generational progression from 1.0 to 2.0, but the branching of the Live Web off the Static Web. The big challenge is building out the Live Web, and it’s not one we should leave up to the Big Boys, even as we run it over their glass.

That’s because the critical enabling feature of the Live Web won’t be technical. It will be the moral and political feature we call freedom. That’s not something the Big Boys are going to give us. It’s something that comes from ourselves."

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