VRM is part of the Intention Economy I first wrote about here. The gist:
The Intention Economy grows around buyers, not sellers. It leverages the simple fact that buyers are the first source of money, and that they come ready-made. You don’t need advertising to make them.
The Intention Economy is about markets, not marketing. You don’t need marketing to make Intention Markets.
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.
The Intention Economy is built around more than transactions. Conversations matter. So do relationships. So do reputation, authority and respect. Those virtues, however, are earned by sellers (as well as buyers) and not just “branded” by sellers on the minds of buyers like the symbols of ranchers burned on the hides of cattle.
The Intention Economy is about buyers finding sellers, not sellers finding (or “capturing”) buyers.
So here’s SpringWise, telling us about Ponoko, and its new service PonokoID. Not sure it’s a breed of VRM, but since it’s in the same Intention marketplace, I thought it was worth a mention.
At Pintarget, our strategy is to provide our members the tools to research things they want to buy. Once they have made a decision and want to execute that decision “I’m ready, pitch me!”…this is what happens…a public feed of intentions:
https://www.pintarget.com/Public/ResearchersRSS.aspx
The privacy controls, tools, search and data storage are all proprietary. But we’re looking forward to integrating with the VRM standards that are emerging. Our work-in-progress is getting feeds like this used in the marketplace. We would love some feedback on how useful and relevant this is. Thanks.
I just had an insight about what you’re calling the intention economy. In the first wave of net-commerce sellers tore down a lot of brick and mortar to offer products and services via the net. Based on your sketch in this post, the “intention economy” looks like a facet of net-commerce where-in the buyers get to save a lot of time and shoe leather.
I’m not sure how profound, new, or different this is, but getting “the firm” to recognize that the new model requires an allocation of information resources to meet buyers’ needs, and the aggregation services that have grown up to replace physical world resources (viz. Craig’s List versus newspaper classified ads) would seem to be part of the description of these things you call VRM and “the intention economy.”
Interesting, very interesting. You do have some valid points.. but some of the points are which I oppose imo. But I suppose few of the facts you have contain some truth in them. Just my few cents. 🙂
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Best of luck!
Interesting points to ponder…