意愿经济
The intention economy
Doc Searls · 初版 2012 年
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当营销人员正在寻找更多与客户建立个性化联系的途径（包括利用“big data”玩出新花样）时，客户也即将以自己的方式、运用自己的工具来打造专属的个性化体验。很快，消费者将能够：• 控制个人数据的流向与使用 • 建立自己的忠诚度计划 • 制定自己的服务条款 • 告诉整个市场他们需要什么、希望如何获取、应该在何时何地买到以及价格应该是多少。而且他们将在完全脱离任何单一供应商壁垒的情况下完成这一切。我们正在跨入的这一新格局，正是Doc Searls所称的The Int
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……如果从商业角度来看行不通，为什么不试着换到消费者的视角看看能得出什么结论呢？这正是 VRM 项目背后的人员以及多克·瑟尔斯（Doc Searls）在《意图经济》[1] 中所采用的方法。[1]: http://en.wikipedia.org/wiki/Intention_economy
…from the point of view of business, why don't you try to look from the point of view of the consumer and see where it gets you? That's the approach taken by the people behind Project VRM and Doc Searls' Intention economy[1]. [1]: http://en.wikipedia.org/wiki/Intention_economy
多克·瑟尔斯（Doc Searls）后来在 2012 年写了一本很棒的书《意图经济》（The Intention Economy）https://www.amazon.com/Intention-Economy-When-Customers-Char... “买方自负（Caveat venditor）——让卖家当心吧”。“当营销人员想方设法拉近与客户的私人距离，甚至耍起各种新把戏……
Doc Searles subsequently wrote a good 2012 book 'The intention Economy' https://www.amazon.com/Intention-Economy-When-Customers-Char... 'Caveat venditor—let the seller beware' 'While marketers look for more ways to get personal with customers, including new tricks with…
多克·瑟尔斯（Doc Searls）的书《意图经济》花了大量篇幅详细讨论了夏皮罗提到的全部 5 个转变。如果你对这篇文章感兴趣，那绝对应该去读读《意图经济》。
Doc Searls' book, The Intention Economy spends a great deal of time covering all 5 shifts that Shapiro mentions. If you were interested in this article, you should definitely check out The Intention Economy.
参见多克·瑟尔斯的《意图经济》。https://en.wikipedia.org/wiki/Intention_economy
See "The intention economy" by Doc Searls. https://en.wikipedia.org/wiki/Intention_economy
去读读 10 周年纪念版吧。增加了更多的章节，观点也稍微更加与时俱进了一些。既然都看到这儿了，不妨也顺便读读《意图经济》吧。:-)
Try the 10th anniversary edition. Has more chapters, and some slightly more evolved views. And while you're at it, try The Intention Economy as well. :-)
说真的，我超前了大概 10 年，而不是落后。如果你能去了解一点关于“意图经济”的内容，就会明白我在说什么了。
Seriously, I am 10-ish years ahead, NOT behind. If you can read a little about Intention Economy, you will understand what I'm talking about.