trendwatching.com: April 2007 trend briefing
As always a stimulating read. What caught my eye is this part of the introduction:
Before we look at full-fledged CROWD CLOUT, let’s start with one of its prerequisites, and a huge business opportunity waiting to happen in its own right: getting consumers to reveal their intentions. Accurately dubbed the Intention Economy by Doc Searls last year (though the idea has frequently surfaced over the last 10 years: just check out John Hagel’s musings on the topic), it all comes down to letting consumers make their buying intentions known, inviting one or multiple suppliers to bid for their business.
To quote Searls: “The Intention Economy is built around truly open markets, not a collection of silos. In The Intention Economy, customers don’t have to fly from silo to silo, like a bees from flower to flower, collecting deal info (and unavoidable hype) like so much pollen. In The Intention Economy, the buyer notifies the market of the intent to buy, and sellers compete for the buyer’s purchase. Simple as that. […]
In The Intention Economy, a car rental customer should be able to say to the car rental market, “I’ll be skiing in Park City from March 20-25. I want to rent a 4-wheel drive SUV. I belong to Avis Wizard, Budget FastBreak and Hertz 1 Club. I don’t want to pay up front for gas or get any insurance. What can any of you companies do for me?” — and have the sellers compete for the buyer’s business.”
Now compare that with today’s reality of online travel booking procedures. Quite a gap to close, I think, but necessary for future growth.