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Just search new here. Welcome to the HBR Idea Cash from Harvard Business Review.

I'm Sarah Green.

I'm talking today with Doc Searles,

one of America's most respected technology writers

and a co-author of the Glue Train Manifesto.

He runs Project VRM at the Berkman Center for Internet and

Society at Harvard and his latest book is The Intention Economy. Doc, thanks

much for talking with us today. Thank you. Good to be here. So I'd like to start with what is the

intention economy? Well the intention economy is an end state I see. There are a lot of

things called the fill-in-the the blank economy, the relationship economy, the attention

economy that was a subject of a book a few years back.

I see it as the economy that arises when customers can express their intentions directly to

sellers and it begins to have a real effect not only on prices and on

offerings but on on the entire economy at large.

What we've had really since industry won the Industrial Revolution 150 years ago

is a mass market economy where for the most part the sellers are in charge.

...