Giving Customers Scale

  1. The rise of ad, tracking and content blocking, which is now well past 200 million people. This gives individuals two new advantages: a) The ability to control what is allowed into their personal spaces within browsers and apps; and b) Potential leverage in the marketplace — the opportunity to deal as equals for the first time.
  2. Apple’s fight with the FBI, on behalf of its own customers. This too is unprecedented, and brings forward the first major corporate player to take the side of individuals in their fight for privacy and agency in the marketplace. Mozilla and the EFF are also standout players in the fight for personal freedom from surveillance, and for individual equality in dealings with business.
  3. A growing realization within CRM that VRM is a necessity for customers, and for many kinds of positive new growth opportunities. (See the Capgemini videos here.)

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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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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.