Customers Need Scale

Scale gives the customer single ways to deal with many companies. For example, she should be able to change her address or last name with every company she deals with in one move.
  • Ways to manage gradual, selective and trust-based disclosure of
    personal identifiers, starting from a state that is anonymous
    (literally, nameless).
  • Ways to manage our many administrative identities (the ones by which companies and other organizations know each of us), as well as our sovereign source identities (how each of us know ourselves).
  • Ways to express terms and policies with which companies can agree
    (preferably automatically).
  • Ways to change personal data records (e.g. name, address, phone
    number) for every company we deal with, in one move.
  • Ways to share personal data (e.g. purchase or service intentions)
    selectively and in a mutually trusting way, with every company we
    deal with.
  • Ways to exercise full control over our sovereign data spaces (e.g. PIMS) for every thing each ofus owns, and within which reside our relationships with companies that support those things.
  • Ways to engage with existing CRM, call center and other relationship systems on the vendors’ side.

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Author of The Intention Economy, co-author of The Cluetrain Manifesto, Fellow of CITS at UCSB, alumnus Fellow of the Berkman Klein Center at Harvard.

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Doc Searls

Doc Searls

Author of The Intention Economy, co-author of The Cluetrain Manifesto, Fellow of CITS at UCSB, alumnus Fellow of the Berkman Klein Center at Harvard.

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