Webday

Thanks!

Gabriel Shalom:

In the intention economy, there are two ways that brands are going to show up. One is extractive, and the other is supportive. The extractive brand sees AI as a way to mine consumers for intimate details that feed agentic commerce. The supportive brand understands that in an intention economy, a brand’s intentions will be judged by consumers. Brands that have the intention to support culture will do so by moving marketing dollars towards genuine cultural expressions. The delicate balance for those brands will be avoiding overreach, because there is a fine line between standing next to culture and sitting on it.

He concludes,

To get some proper background, have a read of Doc Searls’ book The Intention Economy or the classic Cluetrain Manifesto, both now more relevant than ever.

Turning the sales funnel into a customer bullhorn

I just looked up MOFU, because the acronym got dropped in the middle of Gabriel’s piece, above, and I wasn’t familiar with it. That took me to Understanding the TOFU, MOFU, BOFU funnel model, in the Funnel blog. (Yes, it exists. But so does everything.) And then to the subhead above.

The funnel metaphor certifies how far out of touch business (especially marketing) can get from Reality. Because markets are made of customers and no customer wants to be at the bottom of a fucking* funnel.

What we want, ideally, and will get with the intention economy, are real agency and market intelligence that flows both ways. And we won’t get either without MyTerms. Just saying. And re-saying.

Worth reading

A Reddit discussion among and about our local homeless.

Take it

David Strom has good advice for those with digital needs who roam outside the US.

A step

It’s strange in our digital age to look back on successes in the analog one that leave no footprint in the future we now occupy. So I just added a few things (including a new title) to an old blog post about Hodskins Simone & Searls. It still needs its whole story told.

*I’m from New Jersey, where “fuck” is our word for “um.”