What I said was “Think about what will happen to markets when any one of us can intentcast our needs for products or services, and do so easily and in standard ways that any supplier can understand. Then think about what will happen when any company can inform existing or potential customers directly, without the intermediation of the media we know today — and with clear and well-understood permissions for doing that on both sides.

“The result will be the intention economy, which will work far better for demand and supply than the attention economy we have today, simply because there will be so many more and better ways to inform and connect, in both directions.”

My point here is about our power as individual customers, not about what marketers can do. What you describe here is the persistent marketing dream that better guesswork is all that’s needed. In fact we’re drowning in bad guesswork, and that’s a problem that marketing can’t solve by itself.

Written by

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store