NOTES
Prologue
1. Doc Searls, “The Intention Economy,” Linux Journal, March 8, 2006, http://www.linuxjournal.com/node/1000035.
2. The project was named by Mike Vizard on The Gillmor Gang show, in October 2006, in response to my characterization of the project as the customer-side counterpart of CRM. When Mike suggested calling our new category VRM, it struck a chord, and the label stuck.
3. Doc Searls, “The Intention Economy: What happens when customers get real power,” Berkman Center for Internet & Society, speech, March 24, 2009, http://cyber.law.harvard.edu/events/luncheon/2009/03/searls.
4. Geoffrey Moore, Chrossing the Chasm, rev. ed. (New York: Harper Paperbacks, 2002).
5. Nassim Nicholas Taleb, The Black Swan: The Impact of the Highly Improbable (New York: Random House, 2007), 141.
Introduction
1. In this book we use the term “vendor” to mean any kind of seller, including both retailers and their suppliers.
2. PriceWaterhouseCoopers MoneyTree report shows about $2.008 billion invested by U.S. venture capitalists on software in Q3 of 2011 and another $682 million in media and entertainment. Some percentage of that goes toward companies either supported by advertising or with advertising as a business model, but it’s hard to tell. Source page: https://www.pwcmoneytree.com/MTPublic/ns/nav.jsp?page=industry.
Chapter 1
1. See http://thinkexist.com/quotation/the_only_way_to_deal_with_an_unfree_world_ is_to/346776.html.
2. Roy Amara, who for many years ran the Institute for the Future, said, “We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run,” and said it so often that it become known as “Amara’s Law.” But he was not the first to make the point. In Libraries of the Future, J. C. R. Licklider writes, “A modern maxim says: People tend to overestimate what can be done in one year and to underestimate what can be done in five or ten years” (Cambridge, MA: MIT Press, 1965). Without this maxim, we wouldn’t have Silicon Valley.
3. Zeo is a real company. It’s at MyZeo.com. All the companies mentioned in this chapter exist today. Most are also active in the VRM development community.
4. See http://kantarainitiative.org/confluence/display/infosharing/.
5. Joe Andrieu, “Introducing User Driven Services,” http://blog.joeandrieu.com/2009/04/26/introducing-user-driven-services/.
6. Community Interest Corporations, or CICs, are social enterprises that commit their profits and assets toward a public good. The first were created in the U.K. under the Companies (Audit, Investigations and Community Enterprise) Act of 2004, http://www.legislation.gov.uk/ukpga/2004/27/contentsCompanies.
7. See http://cyber.law.harvard.edu/projectvrm/Ascribenation.
Chapter 2
1. Ralph Keys, The Quote Verifier: Who Said What, Where, and When (New York: St. Martin’s Press, 2006), 1-2. While this line is customarily attributed to John Wanamaker, he was neither the first nor the only source. In The Quote Verifier: Who Said What, Where, and When (New York: St. Martin’s Press, 2006), Ralph Keys writes,
“In the United States this business truism is most often attributed to department store magnate John Wanamaker (1838–1922), in England to Lord Leverhulme (William H. Lever, founder of Lever Brothers, 1851–1925). The maxim has also been ascribed to chewing gum magnate William Wrigley, adman George Washington Hill, and adman David Ogilvy. In Confessions of an Advertising Man (1963), Ogilvy himself gave the nod to his fellow Englishman Lord Leverhulme (Lever Brothers was an Ogilvy client), adding that John Wanamaker later made the same observation. Since Wanamaker founded his first department store in 1861, when Lever was ten, this seems unlikely. Fortune magazine thought Wanamaker expressed the famous adage in 1885, but it gave no context. While researching John Wanamaker, King of Merchants (1993), biographer William Allen Zulker found the adage typed on a sheet of paper in Wanamaker’s archives, but without a name or source. Wanamaker usually wrote his own material longhand. Verdict: A maxim of obscure origins, put in famous mouths.
2. Gandalf, http://www.gandalf.it/m/johnson2.htm.
3. Private e-mail.
4. “Worldwide Ad Market Approaches $500 Billion,” eMarketer Digital Intelligence, June 13, 2011, http://www.emarketer.com/Article.aspx?R=1008438.
5. Stephanie Reese, “Quick Stat: Advertisers Will Spend $500 Billion in 2011,” eMarketer, September 6, 2011.
6. “Fact Sheet: U.S. Advertising Spend and Effectiveness” nielsenwire, June 10, 2011, http://blog.nielsen.com/nielsenwire/media_entertainment/fact-sheet-u-s-advertising-spend-and-effectiveness/.
7. “Quadrennial events to help ad market grow in 2012 despite economic troubles,” ZenithOptimedia, December 5, 2011, http://mediame.com/tags/zenith_optimedia/quadrennial_events_help_ad_market_grow_2012_despite_economic_troubles.
8. “Share of ad spending by medium,” MarketingCharts.com (combining data from Nielsen and Adcross), http://www.marketingcharts.com/television/share-of-ad-spending-by-medium-may-2008-5828/.
9. “Television advertisement,” Wikipedia, http://en.wikipedia.org/wiki/Television_advertisement.
10. Renee Hopkins Callahan, “Hulu Is A Big Hit,” Forbes, January 22, 2009, http://www.forbes.com/2009/01/22/hulu-amazon-newscorp_leadership_clayton_in_rc_0121claytonchristensen_inl.html.
11. “Great Expectations: How Advertising for Original_Scripted TV_Programming Works Online, http://comscore.com/Press_Events/Presentations_Whitepapers/2010/Great_Expectations_How_Advertising_for_Original_Scripted_TV_Programming_Works_Online.
12. Ibid., 2.
13. Ibid., 7.
14. Ibid., 7–9.
15. Hugh MacLeod, If You Talked to People, 2008, http://gapingvoid.com/2008/10/31/mass-marketing-and-the-heroic-lone-individual/.
16. Jonathan Taplin, Web page, USC Annenberg School of Communication, http://www-bcf.usc.edu/~jtaplin/.
17. Digital Hollywood, September 23–25, 2002, http://www.digitalhollywood.com/LA2002Agenda.html.
18. Doc Searls, “The Real Battle,” Linux Journal, October 5, 2002, http://www.linuxjournal.com/article/6360.
19. Darren Murph, “Research affirms that DVR owners do indeed blaze by commercials,” Engadget HD, http://hd.engadget.com/2008/08/05/research-affirms-that-dvr-owners-do-indeed-blaze-by-commercials/.
20. John Senior and Rafael Asensio, “TV 2013: Is it All Over?” Oliver Wyman Journal (OWJ25-8), http://www.oliverwyman.com/ow/pdf_files/OWJ25-8-Future_of_TV.pdf.
21. Terry Heaton, “Media’s Real Doomsday Scenario,” The Pomo Blog, September 20, 2010, http://www.thepomoblog.com/papers/pomo112.htm.
22. Bob Garfield, “Future May Be Brighter, but It’s Apocalypse Now,” Advertising Age, March 23, 2009, http://adage.com/article/news/garfield-chaos-scenario-arrived-media-marketing/135440/.
23. Julia Angwin, “The Web’s New Gold Mine: Your Secrets,” Wall Street Journal, July 30, 2010, http://online.wsj.com/article/SB10001424052748703940904575395073512989404.html.
24. Ibid.
25. Ibid.
26. Steve Stecklow, “On the Web, Children Face Intensive Tracking,” Wall Street Journal, September 17, 2010, http://online.wsj.com/article/SB10001424052748703904304575497903523187146.html.
27. “How concerned are you about advertisers and companies tracking your behavior across the Web?” Wall Street Journal, http://online.wsj.com/community/groups/media-marketing-267/topics/how-concerned-you-about-advertisers?dj_vote=12190.
28. Emily Steel, “Some Data-Miners Ready to Reveal What They Know,” Wall Street Journal, December 3, 2010, http://online.wsj.com/article/SB10001424052748704377004575650802136721966.html.
29. Scott Thurm and Yukari Iwatani, “Your apps are watching you,” Wall Street Journal, December 17, 2010, http://blogs.wsj.com/digits/2010/12/19/how-one-apps-sees-location-without-asking/.
30. Ibid.
31. Emily Steel and Julia Angwin, “On the Web’s Cutting Edge, Anonymity in Name Only,” Wall Street Journal, August 4, 2010, http://online.wsj.com/article/SB10001424052748703294904575385532109190198.html.
32. Steve Stecklow and Paul Sonne, “Shunned Profiling Technology on the Verge of Comeback,” Wall Street Journal, November 24, 2010, http://online.wsj.com/article/SB10001424052748704243904575630751094784516.html.
33. Julia Angwin and Steve Stecklow, “‘Scrapers’ Dig Deep for Data on Web,” Wall Street Journal, October 12, 2010, http://online.wsj.com/article/SB10001424052748703358504575544381288117888.html.
34. Question of the day: “Would you use an Internet “do-not-track” tool if it were included in your Web browser?” Wall Street Journal, December 30, 2010, http://online.wsj.com/community/groups/question-day-229/topics/would-you-use-internet-do-not-track?dj_vote=13831.
35. “FTC Staff Issues Privacy Report, Offers Framework for Consumers, Businesses, and Policymakers,” http://www.ftc.gov/opa/2010/12/privacyreport.shtm.
36. Lymari Morales, “U.S. Internet Users Ready to Limit Online Tracking for Ads,” Gallup, January 13, 2011, http://www.gallup.com/poll/145337/Internet-Users-Ready-Limit-Online-Tracking-Ads.aspx.
37. Daniel Ruby, “Ad Layout Series: Above The Fold Ads Get 44% Higher CTR,” Chikita Research, September 22, 2010, http://chitika.com/research/2010/ad-layout-series-above-the-fold-ads-get-44-higher-ctr/.
38. Davis Dyer, Frederick Dalzell, and Rowena Olegario, Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble (Boston: Harvard Business School Publishing, 2004).
39. “The F&M Schaefer Brewing Company,” BeerHistory.com, http://www.beerhistory.com/library/holdings/schaefer_anderson.shtml.
40. Hugh McLeod, “the hughtrain,” Gapingvoid, June 27, 2004, http://gapingvoid.com/2004/06/27/the-hughtrain/.
41. See http://www.google.com/corporate/history.html.
42. See http://investor.google.com/financial/tables.html.
43. “$6.4 Billion in Q3 2010 Sets New Record for Internet Advertising Revenues,” http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-111710.
44. Ronan Shields, “AdMob serves 16.7bn ads during March,” New Media Age, April 28, 2010, http://www.nma.co.uk/news/admob-serves-167bn-ads-during-march/3012743.article.
45. “We’ve officially acquired AdMob!” The Official Google Blog, May 27, 2010, http://googleblog.blogspot.com/2010/05/weve-officially-acquired-admob.html.
46. “UK: Mobile advertising revenues will grow 840% by 2015,” MobileSquared, September 9, 2010, 9:46 am, http://www.mobilesquared.co.uk/news/2648.
47. Eli Pariser, The Filter Bubble: What the Internet is Hiding from You (New York: Penguin Press, 2011), 109–110.
48. Nicholas G. Carr, The Shallows: What the Internet is Doing to our Brains. (New York: W. W. Norton & Company, 2010), 222.
49. Eli Pariser, The Filter Bubble: What the Internet Is Hiding from You. (New York: The Penguin Press, 2011.) 115.
50. Richard E. Kihlstrom and Michael H. Riordan, “Advertising as a Signal,” Journal of Political Economy 92, no. 3 (1994): 427–450.
51. Tim Ambler and E. Ann Hollier, “The Waste in Advertising is the Part That Works,” Journal of Advertising Research, December 2004, 375–390.
52. Don Marti, “Ad Targeting—Better is Worse?” http://zgp.org/~dmarti/business/targeting-better-is-worse/.
53. “Our Company,” Reedge, http://www.reedge.com/our-company.
54. “Some really smart folks decided to build something better,” RocketFuel, http://www.rocketfuelinc.com/about.
55. Eric Clemons, “Why Advertising Is Failing On The Internet,” TechCrunch, May 22, 2009, http://techcrunch.com/2009/03/22/why-advertising-is-failing-on-the-internet/.
56. “The end of the free lunch—again,” The Economist, March 19, 2009, http://www.economist.com/node/13326158?story_id=13326158.
57. Eric Clemons, “Why Advertising Is Failing On The Internet” TechCrunch. March 22, 2009. http://techcrunch.com/2009/03/22/why-advertising-is-failing-on-the-internet/
58. Douglas Harper, Online Etymology Dictionary, http://www.etymonline.com/index.php?allowed_in_frame=0&search=mania.
59. The word “advertimania” was new when I researched it online. So I posted it on my blog, Doc Searls Weblog, on September 28, 2011, both to introduce it to the world and to test time-to-index for Bing and Google. http://blogs.law.harvard.edu/doc/2011/09/28/advertimania/.
60. Julia Angwin, “The Web’s New Gold Mine: Your Secrets,” http://online.wsj.com/article/SB10001424052748703940904575395073512989404.html.
61. Christopher Meyer and Stanley M. Davis, Blur: Speed of Change in the Connected Economy (New York: Capstone Publishing, 1999).
62. Personal conversation.
63. Personal e-mail.
64. A search for “privacy policy” (with quotes) consistently yields close to a billion results on Google. This is because any site with something to sell has, as a pro forma matter, a privacy policy.
Chapter 3
1. Frederick Douglas, http://www.biography.com/people/frederick-douglass-9278324?.
2. Craig Burton, personal conversation.
3. Tim Berners-Lee, Weaving the Web: The Original Design and Ultimate Destiny of the World Wide Web by its Inventor (New York: HarperOne, 1999), 227.
4. “Internet grows to nearly 202 million domain names in third quarter of 2010,” Verisign press release, November 29, 2010, http://bit.ly/f8LVfU; VB.com counted 69,215,937 registered.com domains on the last day of 2008, and 78,776,555 and 84,000,293 on the last days of 2008 and 2009, http://www.vb.com/domain-timeline.htm.
5. On just one laptop, I have 687 login-password combinations in Firefox, and 79 in Chrome.
6. Mark Zuckerberg, “Facebook Across the Web,” The Facebook Blog, December 4, 2008.
7. Jennifer Van Grove, “Each Month 250 Million People use Facebook Connect on the Web,” Mashable, December 8, 2010.
8. Kim Cameron, “Introduction,” http://www.identityblog.com/?p=838.
9. Phred Dvorak and Stuart Weinberg, “Rim, Carriers Fight Over Digital Wallet,” Wall Street Journal, March 18, 2011, B1.
Chapter 4
1. Henry David Thoreau, “Slavery in Massachusetts,” delivered at an anti-slavery celebration in Framingham, Massachusetts, on July 4, 1854, after the conviction in Boston of fugitive slave Anthony Burns, http://thoreau.eserver.org/slavery.html. Additional source: Henry David Thoreau, Walden and other writings of Henry David Thoreau, (New York: Random House, 1937), 669.
2. For Deepa’s account, see http://www.flickr.com/people/itzfromme/.
3. Thomas Hawk, http://www.flickr.com/photos/; Thomas Hawk, “Deepa Praven’s Protest After Flickr Deletes Her Paid Pro Account Without Warning or Explanation, http://thomashawk.com/2011/01/deepa-pravens-protest-after-flickr-deletes-his-paid-pro-account-without-warning-or-explanation.html.
4. See http://blogs.law.harvard.edu/doc/2011/01/12/what-if-flickr-fails.
5. “Adhesion Contract,” West’s Encyclopedia of American Law, 2nd ed (Farmington Hills, MI: The Gale Group, Inc., 2008). Accessed via The Free Dictionary, http://legal-dictionary.thefreedictionary.com/Adhesion+Contract.
6. Kessler passes back credit for coining the term, writing, “Thus, standardized contracts are frequently contracts of adhesion; they are à prendre ou à laisser.” A footnote in that passage reads, “The word ‘contract of adhesion’ has been introduced into the legal vocabulary by Patterson, The Delivery of a Life Insurance Policy (1919) 33 HARV. L. REV. 198, 222.”
7. Friedrich Kessler, “Contracts of Adhesion—Some Thoughts about Freedom of Contract,” Columbia Law Review 43, no. 5 (July 1943): 631. Also Kessler, Friedrich, “Contracts of Adhesion-Some Thoughts About Freedom of Contract” (1943), faculty scholarship series, paper 2731, http://digitalcommons.law.yale.edu/fss_papers/2731.
8. Google Accounts, http://www.google.com/accounts/TOS.
9. Douglas Adams, The Hitchhiker’s Guide to the Galaxy (New York: Ballantine Books, 1979).
10. Second Life, Privacy Policy, http://secondlife.com/corporate/privacy.php.
11. In 2007, Marc Bragg challenged the contractual provision in Linden Labs’s Terms of Service that required him to travel to California to arbitrate a claim he had against the company. Linden Labs Terms of Service then had a mandatory arbitration provision. Under California law, however, a contract could be held to be unconscionable both procedurally and substantively. The court decided that mandatory arbitration was likely to cost well over $20,000, while also requiring Bragg to travel to California. The court concluded that the arbitration clause is not designed to provide Second Life participants with an effective means of resolving disputes with Linden. Rather it was one-sided and tilted unfairly, in almost all cases, in Linden’s favor. (Bragg v. Linden Research, Inc., 487 F. Supp. 2d 593 E.D.Penn. 2007.) The case was eventually settled for an undisclosed amount, and the result did nothing to change the way companies write Terms of Service. Except, perhaps, to make them even more one-sided than before.
12. West’s Encyclopedia of American Law. http://legal-dictionary.thefreedictionary.com/Adhesion+Contract.
13. Kessler, “Contracts of Adhesion,” 630.
14. Ibid., 640.
15. Renee Lloyd, personal correspondence.
16. Kessler, “Contracts of Adhesion” 641.
17. West’s Encyclopedia of American Law.
18. ProCD, Inc. v. Zeidenberg, 86 F3d 1447 (7th Cir.1996).
19. Ibid., 1449.
20. Flickr pro, Additional Terms of Service, http://www.flickr.com/atos/pro/.
21. Y! Media Kit, http://advertising.yahoo.com/media-kit/flickr.html.
22. Zack Shepherd, “5,000,000,000,” Flickr Blog, September 19, 2010, http://blog.flickr.net/en/2010/09/19/5000000000/.
23. In a search for “privacy policy” on January 26, 2011, Google came up with 908 million results. The same search (http://www.google.com/search?q=%22privacy+ policy%22) yielded 1,820 million results on November 2, 2011. Since privacy policies nearly always accompany adhesive contracts (usually called “terms of service,” “service agreements,” or similar noun phrases), and not all adhesive contracts require a privacy policy, we might assume that there are at least a billion Web sites that present adhesive contracts.
24. “Contracts: Click-Wrap Licenses,” Internet Law Treatise, Electronic Frontier Foundation, http://ilt.eff.org/index.php/Contracts:_Click_Wrap_Licenses.
Chapter 5
1. Iain Henderson, “Sales Process … meet Buying Process; and why context trumps segmentation,” Information Answers, August 7, 2009, http://informationanswers.com/?p=386.
2. Geoffrey James, “Strong Market Growth Predicted Through 2012,” http://www.sellingpower.com/magazine/article.php?i=839&ia=2584. The report cites Gartner, which does not make its research available directly.
3. See https://www.trefis.com/company?hm=CRM.trefis&driver=0104#.
4. Doc Searls, “Will the real History of CRM please stand up?” Doc Searls Weblog, December 1, 2008.
5. Gartner, “Magic Quadrant for Sales Force Autoation,” July 28, 2010, http://www.gartner.com/technology/media-products/reprints/oracle/article145/article145.html; Donal Daly, “Gartner’s CRM Magic Quadrant & Sales Effectiveness,” Sales 20 Network, August 26, 2010, http://sales20network.com/blog/?p=807.
6. Michael Maoz, “You failed at Customer Service, so now try Social Processes,” Gartner blog, October 27 2010, http://blogs.gartner.com/michael_maoz/2010/10/27/you-failed-at-customer-service-so-now-try-social-processes/.
7. Steve Lohr, “Customer Service? Ask a Volunteer,” New York Times, April 25, 2009, http://www.nytimes.com/2009/04/26/business/26unbox.html.
8. Eric von Hippel, Democratizing Innovation (Cambridge, MA: MIT Press, 2006).
9. Paul Greenberg, CRM at the Speed of Light, 4th ed., Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customer (New York: McGraw-Hill Osborne Media, 2009), 4, 45.
Chapter 6
1. Stephen Wright, from one of his stand-up acts, http://www.youtube.com/watch?v=F5ErMolRE8M&.
2. I heard George Burns say this long ago and have quoted it often. Alas, today nearly all citations of the quote trace back to me and not to George. So, until we find a more solid source, you’ll just have to take my word for it.
3. The original source here was the About page at shsolutions.com, which provided a history of S&H, the original Green Stamps company. The company has now changed its name to greenpoints.com, but its About page link goes nowhere.
4. I have been challenged on this assumption, but I’ve heard the same from many other customers. So, while perception may not be reality, it’s close enough to make something of a case.
5. Color me cranky, but I hate it when some company I don’t know uses the first-person singular pronoun on my behalf.
Chapter 7
1. Chris Dale, “Don’t believe everything you read in the papers,” The e-Disclosure Information Project, December 12, 2010, http://chrisdale.wordpress.com/2010/12/16/dont-believe-everything-you-read-in-the-papers/.
2. From a presentation by Tim Christin, then an executive with Acxiom, at the Kynetx Impact conference in November 2009.
3. “Our goal is to personalize your experiences,” https://www.rapleaf.com/about.
4. “Personalization Info,” Rapleaf, https://www.rapleaf.com/people/see_your_info.
5. Emily Steele, “A Web Pioneer Profiles Users By Name,” Wall Street Journal, October 25, 2011; Emily Steele, “Thousands of Web Users Delete Profiles From RapLeaf,” Wall Street Journal, http://online.wsj.com/article/SB10001424052702304248704575574653801361746.html; Julia Angwin, “Privacy Advocate Withdraws from RapLeaf Advisory Board,” Wall Street Journal, http://blogs.wsj.com/digits/2010/10/24/privacy-advocate-withdraws-from-rapleaf-advisory-board/; Jennifer Valentino-DeVries, “How to Get Out of RapLeaf’s System,” Wall Street Journal, October 24, 2010, http://blogs.wsj.com/digits/2010/10/24/how-to-get-out-of-rapleafs-system/; Courtney Banks, “Rapleaf’s Founder on Privacy and Business,” Wall Street Journal, October 24, 2010, http://blogs.wsj.com/digits/2010/10/24/rapleafs-founder-on-privacy-business/; Caitlin, “The 12 Days of Personalization,” Rapleaf Blog, December 22, 2010, http://blog.rapleaf.com/the-12-days-of-personalization-2/.
6. Caitlin, “Day 12: A Valuable Box Office,” Rapleaf Blog, http://blog.rapleaf.com/day-12-the-12-days-of-personalization/.
7. Christopher Locke, The Cluetrain Manifesto (New York: Basic Books, 2000), 87, http://www.cluetrain.com/book/apocalypso.html.
8. McKinsey & Company, “Big Data: The next frontier for innovation, competition and productivity,” http://www.mckinsey.com/mgi/publications/big_data/pdfs/MGI_big_data_full_report.pdf and http://www.mckinsey.com/mgi/publications/big_data/.
9. Ibid., 90.
11. See http://commerce.senate.gov/public/?a=Files.Serve&File_id=85b45cce-63b3-4241-99f1-0bc57c5c1cff.
12. See http://www.ftc.gov/os/2010/12/101201privacyreport.pdf.
13. See http://www.commerce.gov/sites/default/files/documents/2010/december/iptf-privacy-green-paper.pdf.
Chapter 8
1. “Horoscope: August 30, 2011,” The Onion, 47, no. 35, http://www.theonion.com/articles/your-horoscopes-week-of-august-30-2011,21249/.
2. “TLC Videos: Extreme Couponing All-Stars: Panic at the Supermarket!” TLC Videos, http://tlc.discovery.com/videos/extreme-couponing/
3. Food Marketing Institute, “Supermarket Facts: Industry Overview 2010,” http://www.fmi.org/facts_figs/?fuseaction=superfact.
Chapter 9
1. David Weinberger, Small Pieces, Loosely Joined: a unified theory of the Web (New York: Perseus Books, 2002), 24.
2. In the Blade Runner FAQ, Murray F. Chapman lists thirty product placements. Chapman’s research, spanning several years in the early 1990s, is extensive: http://www.faqs.org/faqs/movies/bladerunner-faq/.
3. I might be wrong on one or more of those, and I might have missed some other locations. In any case, my point is the same: the Net works by reducing the apparent distance of everything on it to zero—and the cost as well.
4. See http://en.wikipedia.org/wiki/VisiCalc; Bob Frankston, “Understanding Ambient Connectivity,” http://www.frankston.com/public/?name=AmbientConnectivity.
5. Google search for “the Internet is,” http://www.google.com/search?hl=en&q= “the+Internet+is”.
6. See http://web.mit.edu/Saltzer/www/publications/endtoend/endtoend.pdf.
7. David Isenberg, “The Rise of the Stupid Network,” http://isen.com/stupid.html.
8. My favorite sources for more wisdom on this are George Lakoff and Mark Johnson. A good place to start is with Philosophy in the Flesh: the Embodied Mind and Its Challenge to Western Thought (New York: Basic, 1999). Other recommendations are in the bibliography.
9. In Small Pieces, David also writes, “I purposefully conflate the Internet with the Web throughout the book.” His point here therefore applies to the Net, and not just to the Web.
10. David Weinberger, Small Pieces, 9.
11. Doc Searls, “Uncollapsing Open Source Distinctions: A Conversation with Craig Burton,” Linux Journal, August 2000, http://www.linuxjournal.com/article/4158.
12. Google search for RSS, http://www.google.com/search?q=rss. A search in February 2011 yielded 6 billion results, and searches in months previous to that grew from 3 billion to 4 billion results.
13. Doc Searls, “Bet on nature,” Doc Searls Weblog, http://doc-weblogs.com/2001/02/08.
14. Wikipedia entries such as this one (on the Internet protocol suite) change almost constantly. This link goes to the latest revision as of February 14, 2011, http://en.wikipedia.org/w/index.php?title=Internet_Protocol_Suite&oldid=413851023.
15. Patent 4,063,220. Listed inventors are Robert M. Metcalfe, David R. Boggs, Charles P. Thacker, and Butler W. Lampson. The assignee is Xerox Corporation, which worked with Digital Equipment Corporation and Intel on the standard, and the successful strategy for ubiquitizing it.
Chapter 10
1. Walt Whitman, Leaves of Grass, The Project Gutenberg, 1998. (First published by Whitman in Song of Myself, 1855.)
2. William J. Mitchell, City of Bits: Space, Place, and the Infobahn (Boston: MIT Press, 1995), 24.
3. Geoffrey West, “The surprising math of cities and corporations,” A speech at TED, July 2011, http://www.ted.com/talks/geoffrey_west_the_surprising_math_of_cities_and_corporations.html.
4. Ibid.
5. Ibid.
Chapter 11
1. Ralph Waldo Emerson, Essays: First Series, 1841.
2. “agency noun,” Oxford Dictionary of English, Angus Stevenson, ed. (Oxford: Oxford University Press, 2010); Oxford Reference Online, Oxford University Press, Harvard University Library, http://www.oxfordreference.com/views/ENTRY.html?subview=Main&entry=t140.e0013280.
3. Disclosure: for a few months Acxiom was a consulting client of mine. Tim Christin, who hired me, thought Acxiom was in a good position to be a fourth party: an agency for individuals. But it’s hard for a company to change its species, and that’s what we were asking Acxiom to do. Eventually, Tim moved on and so did I. Still, to Tim and Acxiom’s credit, the company did invest early in Kynetx, a developer of tools ideal for VRM. We visit those tools in chapter 22, and fourth parties in chapter 19.
4. Abraham H. Maslow, “A Theory of Human Motivation,” Psychological Review 50 (1943): 370–395.
5. Ibid., 383.
6. Clay Shirky, Here Comes Everybody: The Power of Organizing Without Organizations (New York: Penguin Press, 2008), 23.
Chapter 12
1. Eric S. Raymond, The Cluetrain Manifesto (New York: Basic Books, 2000), 87.
2. Linus Torvalds and David Diamond, Just for Fun: the Story of an Accidental Revolutionary (New York: HarperBusiness, 2001).
3. Linus has said this, or something very much like it, to me—or in my presence—many times. One sample can be found in “Caring Less,” a column I wrote for Linux Journal’s February 2003 issue, http://www.linuxjournal.com/article/6427.
4. Netcraft, http://necraft.com.
5. Yochai Benkler, “Coase’s Penguin, or Linux and The Nature of the Firm,” Yale Law Journal 112 (2002); The Wealth of Networks (New Haven, CT: Yale University Press, 2006).
6. Some of Linux’s top kernel hackers, called maintainers, worked at IBM at the time, and still do.
7. Doc Searls, “Is Linux Now a Slave to Corporate Masters?” Linux Journal, April 30, 2008.
8. Brian Profitt, “Morton Gets Googled,” Linux Today, August 3, 2006, http://www.linuxtoday.com/developer/2006080303126NWCYKN.
9. Eric S. Raymond, “Goodbye, ‘free software’; hello, ‘open source,’” http://www.catb.org/~esr/open-source.html.
10. Credit where due: the term open source was first used in its current context by Bruce Perens, in the Debian Free Software Guidelines, which evolved into the Open Source Definition. The definition still anchors used the Open Source Initiative, which was cofounded by Perens and Eric Raymond and remains the canonical institution of the open source movement.
11. Personal correspondence.
12. Richard Stallman, “GNU Operating System,” http://www.gnu.org/gnu/manifesto.html.
Chapter 13
1. Hal Abelson, Ken Ledeen, and Harry Lewis, Blown to Bits: Your Life, Liberty and Happiness after the Digital Explosion (Boston: Addison Wesley, 2008), 4–5.
2. Kevin Kelly, “Better than Free” The Technium, http://www.kk.org/thetechnium/archives/2008/01/better_than_fre.php.
3. Lawrence Lessig, Code and Other Laws of Cyberspace (New York: Basic Books, 1999), 4.
4. “A Cloudy Crystal Ball—Visions of the Future,” 1992-07-16, Presentation, 24th Internet Engineering Task Force.
5. ITU History Portal, http://www.itu.int/en/history/.
6. DOCSIS, http://www.cablelabs.com/cablemodem; About CableLabs, http://www.cablelabs.com/about/mission/.
7. See http://techonomy.com/program-outline/.
8. Susan Crawford., “The New Digital Divide,” New York Times, December 3, 2011, http://www.nytimes.com/2011/12/04/opinion/sunday/internet-access-and-the-new-divide.html.
9. Ivan G. Seidenberg, “Bringing High-Speed Internet to All,” New York Times, Letters, December 7, 2011, http://www.nytimes.com/2011/12/08/opinion/bringing-high-speed-internet-to-all.html.
10. James Bailey, “Why Broadband Is a Basic Human Right: ITU Secretary Hamadoun Touré,” Forbes, November 14, 2011, http://www.forbes.com/sites/techonomy/2011/11/14/why-broadband-is-a-basic-human-right-itu-secretary-hamadoun-tour/.
11. 1984 was when AT&T was broken up.
12. See http://www.itu.int/3g.
13. Scott Adams, “Making Money Scheme,” The Scott Adams Blog, April 6, 2011, http://dilbert.com/blog/entry/money_making_scheme/.
14. Ryan Singel, “Wireless Oligopoly is the Smother of Invention,” Wired, http://www.wired.com/epicenter/2010/06/wireless-oligopoly-is-smother-of-invention/#ixzz0vVTWU3nu.
15. In fact, “Markets are conversations,” the alpha thesis of The Cluetrain Manifesto, was inspired by this writer’s conversations with Reese Jones.
Chapter 14
1. Jeff Jarvis, What Would Google Do? (New York: HarperBusiness, 2009), 270.
2. In telco parlance, OEMs are equipment makers such as Nokia, Motorola, and Samsung, while operators are phone companies such as AT&T, Verizon, and T-Mobile.
3. That was the idea, anyway. Within the practical realities of the telco business, only Google writes Android code, and in its licensing deals, Google isn’t much different than Microsoft has been from the start with Windows. But let’s remember that it was this kind of dealing that also made Windows a de facto dominant horizontal platform for two decades.
4. Google did buy Motorola in 2011, but the reason was clearly to acquire the patent portfolio and keep the company afloat, rather than to get into competition with other Android OEMs.
5. “Doc Searls on Steve Jobs,” DaveNet, September 4, 1997, http://scripting.com/davenet/stories/DocSearlsonSteveJobs.html.
6. Yes, it has changed since then. But, contrary to the usual reports, there are not “caps” on data. Just flat charges for each additional gigabyte used.
7. Jarvis, What Would Google Do?, 79–80.
8. Jonathan Zittrain, The Future of the Internet and How to Stop It (New York: Yale University Press, 2009), 68, 70.
9. “Google’s Android becomes the world’s leading smart phone,” Canalys, January 31, 2011, http://www.canalys.com/pr/2011/r2011013.html.
10. Brainy Quote, http://www.brainyquote.com/quotes/quotes/a/alberteins130982.html.
11. From John Gillmore’s Web site: “This was quoted in Time Magazine’s December 6, 1993 article ‘First Nation in Cyberspace’, by Philip Elmer-DeWitt. It’s been reprinted hundreds or thousands of times since then, including the NY Times on January 15, 1996, Scientific American of October 2000, and CACM 39(7):13,” http:toad.com/gnu.
12. Doc Searls, “Framing the Net,” Publius, February 4, 2009, http://publius.cc/2008/05/16/doc-searls-framing-the-net.
13. CNBC, “The Stadium Curse: Naming Deals Gone Bust,” CNBC.com, http://www.cnbc.com/id/34960125/The_Stadium_Curse_Naming_Deals_Gone_Bust.
Chapter 15
1. Tom Peters, Re-Imagine! (New York: Dorling Kindersley Limited, 2003), 59.
2. Advanced Google Books search for “neither the state nor the market,” http://www.google.com/search?tbo=p&tbm=bks&q=%22neither+the+state+nor+the+market%22&num=10.
3. Garrett Hardin, “The Tragedy of the Commons,” Science 162 (1968):1243–1248, http://www.sciencemag.org/content/162/3859/1243.full.
4. Ibid.
5. Hyde notes, “Garret Hardin has indicated that his original essay should have been titled ‘The Tragedy of the Unmanaged Commons,’ though better still might be ‘The Tragedy of Unmanaged, Laissez-Faire, Common-Pool Resources with Easy Access for Noncommunicating, Self-Interested Individuals” See Lewis Hyde, Common as Air (New York: MacMillan, 2010), 44.
6. Hyde, Common as Air, 24–25.
7. Estovers, Hyde says, “comes from the French estovoir, ‘to be necessary’; a common of estovers is actually a right of subsistence.” Sourcing a line using estovers in the Magna Carta, he adds, “Rights in common assured a baseline of provision: they were the social security of the premodern world, the ‘patromony of the poor,’ a stay against terror.”
8. Hyde, Common as Air, 28.
9. Ibid., 31, 34–35.
10. Ibid., 37.
11. In Commoners: Common Right, Enclosure and Social Change in England, 1700–1820 (Cambridge: Cambridge University Press, 1993), J. M. Neeson contends that a cultural memory of the commons persists in “a lasting connection between population and land” (306).
12. Ibid., 43–44.
13. Mike Linksvayer, “Lewis Hyde, author of Common as Air: Revolution, Art, and Ownership,” Creative Commons, August 27, 2010, https://creativecommons.org/weblog/entry/23204.
Chapter 16
1. Andy Wachowski and Lana Wachowski, The Matrix Reloaded, 2003.
2. William Shakespeare, As You Like It, Act 2, scene 1, 12–17.
3. Yes, these may have slowed down or halted in some places, at least temporarily. But our species has been making war and using up irreplaceable resources with impunity for the duration, and we are far from proving we can stop either practice.
4. Clay Shirky, Cognitive Surplus: Creativity and Generosity in a Connected Age (New York: Penguin Press, 2010), 1.
5. Ibid., 2.
6. Ibid., 12.
7. Ibid., 15.
8. Christopher Locke, “Internet Apocalypso.” The Cluetrain Manifesto (New York: Perseus Books, 2000), 12.
9. Frederick Taylor, Principles of Scientific Management (Sioux Falls, South Dakota: NuVision Publications, LLC, 2007) 49. The original was a monograph self-published in 1911.
10. Peter Drucker, Management: Tasks, Responsibilities, Practices (New York: Harper Paperbacks, 1993, originally published in 1973), 325.
11. Friedrich Kessler, “Contracts of Adhesion—Some Thoughts about Freedom of Contract,” Columbia Law Review 43, no. 5 (July 1943): 642.
12. Peter Drucker, The Practice of Management (New York: Harper & Row, 1954, 1982, 1986), viii.
13. Peter Drucker, quoted by Elizabeth Haas Edersheim, in The Defininitive Drucker (New York: McGraw Hill, 2007), 45.
14. William Hollingsworth Whyte, The Organization Man (New York: Simon and Schuster, 1956), 447–448.
15. Daniel Bell, The Coming of Post-industrial Society: a Venture in Social Forecasting (New York: Basic, 1973).
16. Alvin Toffler, The Third Wave (New York: Bantam Books, 1980), 12.
17. John Naisbitt, Megatrends (New York: Warner Books, 1982).
18. Ibid., 251.
19. Alvin Toffler, Powershift: Knowledge, Wealth and Violence at the Edge of the 21st Century (New York: Bantam Books, 1990), 212.
20. John Naisbitt and Patricia Aburdene, Megatrends 2000: Ten New Directions for the 1990’s (New York: William Morrow, 1990), 298.
21. Ibid., 302.
22. Ibid., 308–309.
23. Regis McKenna, Relationship Marketing: Successful Strategies for the Age of the Customer (Menlo Park, CA: Addison Wesley, 1991), 43, 47, 119.
24. Don Peppers and Martha Rogers, The One to One Future: Building Relationships One Customer at a Time (New York: Doubleday, 1993), 4–5.
25. Ibid., 209.
26. Rick Levine, Christopher Locke, Doc Searls, and David Weinberger, The Cluetrain Manifesto: The End of Business as Usual (New York: Perseus Books, 2000), xii.
27. Daniel H. Pink, Free Agent Nation: The Future of Working for Yourself (New York: Business Plus, 2001), 18–19.
28. Don Tapscott and Anthony D. Williams, Wikinomics (New York: Penguin, 2006), 124–150.
29. Raymond Fisk, “A Customer Liberation Manifesto,” Service Science 1, no. 3 (2009): 135, http://www.sersci.com/ServiceScience//upload/12512062260.pdf.
30. John Hagel III, John Seely Brown, and Lang Davison, The Power of Pull: How Small Moves, Smartly Made, Can Set Big Things in Motion (New York: Basic Books, 2010), 158.
31. David Siegel, Pull: The Power of the Semantic Web to Transform Your Business (New York: Portfolio, 2009), 22, 120.
32. Ibid., 152–153.
33. Rick Levine, Christopher Locke, Doc Searls, and David Weinberger, The Cluetrain Manifesto: 10th Anniversary Edition (New York: Basic Books, 2009), 18.
34. This is one of Veblen’s most famous lines, yet it is hard to find the first source. Perhaps the reader can help with that.
Chapter 17
1. Alan Mitchell, “Is VRM a ‘phenomenon’?” Right Side Up, May 19, 2008, http://rightsideup.blogs.com/my_weblog/2008/05/is-vrm-a-phenom.html.
2. Berkman Center for Internet & Society, http://cyber.law.harvard.edu/about.
3. Doc Searls, “Markets Are Relationships,” The Cluetrain Manifesto: 10th Anniversary Edition (New York: Basic Books, 2009.), 17.
4. One could also substitute “individuals” here and broaden the meaning beyond commercial interactions alone.
5. Elliot Noss, personal conversation, August 2011.
Chapter 18
1. Eric Von Hippel, Democratizing Innovation (Cambridge, MA: MIT Press, 2005), 1.
2. Karim Lakhani and Jill A. Panetta, The Principles of Distributed Innovation, Research Publication No. 2007-7 (Cambridge, MA: Berkman Center for Internet & Society, October 2007).
3. Brian Behlendorf, “Re: [projectvrm] VRM tools,” October 13, 2011, https://cyber.law.harvard.edu/lists/arc/projectvrm/2011-10/msg00157.html.
4. Katherine Noyes, “Which Browser Has Your Back? That Would Be Firefox,” PCWorld, October 12, 2011, http://www.pcworld.com/businesscenter/article/241661/which_browser_has_your_back_that_would_be_firefox.html.
5. Mozilla.org, The State of Mozilla Annual Report 2010, http://www.mozilla.org/en-US/foundation/annualreport/2010/opportunities/.
6. Doc Searls, “Enough with browsers. We need cars now,” ProjectVRM, September 24, 2011, http://blogs.law.harvard.edu/vrm/2011/09/24/enough-with-browsers-we-need-cars-now/.
7. Ibid.
8. John Smart, Human Performance Enhancement in 2032: A Scenario for Military Planners (2004–2011), http://accelerating.org/articles/hpe2032army.html#pcdt.
9. Ibid.
10. Venessa Miemis, “Re: [projectvrm] Some VRM project mentions in the WSJ,” ProjectVRM Mailing List, October 11, 2011, https://cyber.law.harvard.edu/lists/arc/projectvrm/2011-10/msg00072.html.
11. Everett M. Rogers, Diffusion of Innovations (New York: Free Press, 1995), 37.
12. Geoffrey Moore, Chrossing the Chasm, rev. ed. (New York: Harper Paperbacks, 2002).
13. Clayton M. Christensen and Michael E. Raynor, The Innovator’s Solution: Creating and Sustaining Successful Growth (Boston: Harvard Business School, 2003), 45.
14. Ibid., 45–46.
Chapter 19
1. Juston Paskow, “It takes two to tango, but four to square dance …,” @justinpaskow, March 6, 2011, https://twitter.com/#!/justonpaskow/status/44273131350790144. Also, “It Takes Two to Tango; Four to Square Dance,” Agile 2009 Conference, http://agile2009.agilealliance.org/node/286/index.html. This is one of those cases where one thinks of a one-liner, looks on the Web in confidence that somebody else has already thought of it, and sure enough: there it is. In this case, I thought, “Hmm … It takes two to tango, but four to square dance.” These are the top-two results. I gave Justin the quote credit in the text because his line exactly matched the one I had in mind. But I at least want to give the two other guys props as well, even if it’s only in an endnote.
2. “Third Party Agent Program,” http://usa.visa.com/merchants/risk_management/thirdparty_agents.html?ep=v_sym_third-party-agent.
Chapter 20
1. Personal conversation with Renee Lloyd, an attorney, former Berkman fellow, and contributor to ProjectVRM. June 2011.
2. Rudyard Kipling, The Man Who Would Be King (New York: Doubleday, 1899), 41.
3. Friedrich Kessler, “Contracts of Adhesion—Some Thoughts about Freedom of Contract,” Columbia Law Review 43, no. 5 (July 1943): 640–641.
4. Yes, we’ll never know. And that’s also my point. At least with freedom of contract, we’ll find out.
5. Eldred v. Ashcroft began as Eldred v. Reno in 1999 and ended in 2003 with defeat for the plaintiff in the Supreme Court. The case challenged the constitutionality of the 1998 Sonny Bono Copyright Term Extension Act (CTEA), which extended by twenty years the already-extended terms of the Copyright Act of 1976 (one in a long series that each extended the original fourteen years suggested by the Constitution). The 1998 terms ranged from seventy to one hundred twenty years from creation or from the death of the author (or surviving author)—in other words, essentially forever. Or, comporting with the late Sonny Bono’s expressed wishes, “forever less a day.”
6. Thomas L. Friedman, The World is Flat: A Brief History of the Twenty-First Century, 1st ed. (New York: Farrar, Straus and Giroux, 2005), 81.
7. “Owner Data Agreement,” Personal.com, http://www.personal.com/personal/owner-data-agreement.
8. Information Sharing Workgroup, http://kantarainitiative.org/confluence/display/infosharing/Home.
Chapter 21
1. World Economic Forum, “Personal Data: The Emergence of a New Asset Class” (Geneva: World Economic Forum, 2011), http://www.weforum.org/issues/rethinking-personal-data.
2. John Hagel III and Mark Singer, Net Worth: Shaping Markets When Customers Make the Rules (Boston: Harvard Business School Press, 1999), 3.
3. Joe Andrieu, “VRM: The user as point of integration,” JoeAndrieu.com, June 14, 2007, http://blog.joeandrieu.com/2007/06/14/vrm-the-user-as-point-of-integration/.
4. Ibid.
5. Adriana Lukas, “Two tales of user-centricities,” Media Influencer, April 21, 2008, http://www.mediainfluencer.net/2008/04/two-tales-of-user-centricities/.
6. Joe Andrieu, “Introducing User Driven Services,” JoeAndrieu.com, http://blog.joeandrieu.com/2009/04/26/introducing-user-driven-services/.
7. Joe Andrieu, “Re: [projectvrm] VRM tool characteristics.” June 15, 2011, https://cyber.law.harvard.edu/lists/arc/projectvrm/2011-06/msg00151.html.
8. Iain Henderson, “The Personal Data Ecosystem,” Kantara Initiative, June 2009, http://kantarainitiative.org/wordpress/2009/06/iain-henderson-the-personal-data-eco-system/.
9. Ibid.
10. At first, it was called “Mydata,” but that was duplicative of something else, so they changed it.
11. Department for Business, Innovation and Skills, “Midata—access and control your personal data,” 2011, http://www.bis.gov.uk/policies/consumer-issues/personal-data.
12. Department for Business, Innovation and Skills, “The midata vision of consumer empowerment,” November 3, 2011, http://www.bis.gov.uk/news/topstories/2011/Nov/midata.
13. U.K. Cabinet Office Behavioural Insights Team, “Better Choices, Better Deals: Consumers Powering Growth,” Department for Business, Innovation and Skills, 2011, http://www.bis.gov.uk/assets/biscore/consumer-issues/docs/b/11-749-better-choices-better-deals-consumers-powering-growth.pdf.
14. Cabinet Office Behavioral Insights Team, Better Choices: Better Deals—Consumers Powering Growth, (London: Department for Business Innovation & Skills, April 2011).
15. Rory Clellan-Jones, “Midata: Will the public share government’s enthusiasm?” BBC News Technology, November 3, 2011, http://www.bbc.co.uk/news/technology-15580059.
16. Jeremie Miller, “High Order Bit,” Web 2.0 Summit, October 18, 2011, http://www.youtube.com/watch?v=pTNO5npNq28&.
Chapter 22
1. Craig Burton, “The API Computing Magic Troika and the API Economy,” Craig Burton: Logs, Links, Life and Lexicon: and Code, October 26, 2011, http://www.craigburton.com/?p=3381.
2. David Weinberger, “The Hyperlinked Organization,” The Cluetrain Manifesto: 10th Anniversary Edition (New York: Basic Books, 2011), 187–188.
3. Personal conversation, October, 2011.
4. Phil Windley, “On hierarchies and networks,” Technometria, September 16, 2011, http://www.windley.com/archives/2011/09/on_hierarchies_and_networks.shtml.
5. Phil Windley, via email, November 6, 2011.
6. The hot new entry here is a simple and smart replacement for just about any household thermostat, by Nest, a company started by Tony Fadell, the former vice president of engineering at Apple. He began there by leading development of the iPod and its descendants.
7. With so much more being made accountable in the evented world, and with more and more data being kept and managed by individuals and their fourth-party agents (such as Singly, in this case), it makes sense to return to double-entry bookkeeping, which served civilization well from the time of Marco Polo until the single-entry simplicities of Quicken and QuickBooks caused most of us to drop it. Simply put, what double-entry bookkeeping does is provide ways to connect what happens in the real world with the numbers produced by the final stage of bookkeeping and accounting: the ledger and the reports it produces.
8. Craig Burton, “The API Computing Magic Troika and the API Economy,” Craig Burton: Log, Links, Life and Lexicon, October 26, 2011, http://www.craigburton.com/?p=3381.
9. Ibid.
Chapter 23
1. Jamie Murphy and Peter Hawthorne, “South Africa Mandela Declines Offer of Freedom,” Time Magazine. February 25, 1985, http://www.time.com/time/magazine/article/0,9171,961237,00.html.
2. Milton Friedman, “Commanding Heights,” interview on PBS, conducted October 1, 2000, http://www.pbs.org/wgbh/commandingheights/shared/minitext/int_miltonfriedman.html.
3. “Audience/Contributor,” Hearing Voices, February 4, 2011, http://hearingvoices.com/news/2011/02/audiencecontributer; data sources: CPB’s ISIS database, RRC, Arbitron, PBS Research, Nielsen. See “170 Million Americans for Public Broadcasting: The Numbers,” http://www.170millionamericans.org/numbers.
4. There are a few exceptions. “This American Life,” from Chicago station WBEZ, makes direct appeals on its podcasts.
5. Dave Winer, “WNYC Spam.” Scripting News, February 12, 2007.
6. “Clearing rights” is pro forma in Hollywood and the recording industry, but it is so beset with regulatory complications (and therefore high legal costs) that nobody outside those industries bothers. As a result, for example, there are no podcasts of popular music. Streams, yes; podcasts, no. That’s because there are blanket royalty payment agreements covering all artists for streaming, while there are none for podcasters. Thus, podcasters have to clear rights, separately, for every artist they play.
7. I obtained this insight separately from two very different people: Eric Raymond and Sayo Ajiboye. Eric is a libertarian atheist, and Sayo is a doctor of divinity.
8. “Emerging world” is the label used by The Economist. I like it better than alternatives, so I use it here.
9. Frank Stasio, Home → The State of Things → SOT Audio Archive → WWW2010, http://wunc.org/tsot/archive/sot0429c10.mp3.
10. Doc Searls, “Saving the Globe From its World of Hurt,” Doc Searls Weblog, April 9, 2009, http://blogs.law.harvard.edu/doc/2009/04/09/saving-the-globe-from-its-world-of-hurt/.
11. “Associated Press to build news registry to protect content,” Associated Press, July 23, 2009, http://www.ap.org/pages/about/pressreleases/pr_072309a.html.
12. Rnews Feed Aggregator, Sourceforge.net, http://rnews.sourceforge.net/.
13. hNews 0.1, Microformats wiki, http://microformats.org/wiki/hnews.
14. “Digital Performance Right In Sound Recording” list, Copyright Arbitration Royalty Panels, United States Copyright Office, http://www.copyright.gov/carp/index.html#performance; Copyright Royalty Board, http://www.loc.gov/crb/.
15. “Digital Performance Right in Sound Recordings Act of 1995,” United States Copyright Office, http://www.copyright.gov/legislation/pl104-39.html; Digital Millennium Copyright Act, Public Law 105–304, October 28, 1998, http://www.copyright.gov/legislation/pl105-304.pdf.
16. Peter Vander Auwera, “Digital Asset Grid: Let’s meet at the SWIFT Dance Hall,” swiftcommunity.net Blogs, October 8, 2011, https://www.swiftcommunity.net/blogs/28/blogdetail/22333.
17. Umair Haque, The New Capitalist Manifesto: Building a Disruptively Better Business (Boston: Harvard Business Review Press, 2011), 19.
18. Umair Haque, “The Value Every Business Needs to Create Now,” HBR Blog Network, September 31, 2009.
Chapter 24
1. Adam Smith, An Inquiry into the Nature and Causes of the Wealth of Nations, part 2, (London: W. Strahan and T. Cadell, 1776), 86, http://geolib.com/smith.adam/won1-10.html.
2. William Shakespeare, sonnet 116 (1609).
3. CMAT serves as a CRM industry standard, and this quote appears in the literature of many companies in the CRM business. Here is one: http://www.cmframeworks.com/cmat.htm.
4. Iain Henderson, “The Customer—Supplier Engagement Framework,” Information Answers, January 25, 2010, http://informationanswers.com/?p=449.
5. Editors, “V Is for Victory—But the Victory Isn’t Yours,” CRM Magazine, May 2010.
Chapter 25
1. Joyce Searls: “When I was a young trainee at the Broadway Department Stores in Los Angeles, I had the privilege of being Stanley Marcus’s escort on a visit to our stores. He told me his father’s advice to him: ‘Remember, there is never a good sale for Neiman Marcus that’s not a good buy for the customer.’ He said he believed and lived it every day.”
2. David Ogilvy, Confessions of an Advertising Man (London: Southbank Publishing, 1983), 21.
3. In a way, it seemed like Garrison Keillor’s “Ralph’s Pretty Good Grocery,” in his fictional town of Lake Wobegon. The slogan was, “If you can’t find it at Ralph’s, you can probably get along without it.”
4. Beth Kowitt, “Inside the secret world of Trader Joe’s,” Fortune, August 23, 2010.
5. Trader Joe’s, “Cheese, glorious cheese,” Fearless Flyer, October 2011, http://www.traderjoes.com/fearless-flyer/article.asp?article_id=272.
6. Douglas Harper, Online Etymology Dictionary, http://www.etymonline.com/index.php?allowed_in_frame=0&search=consumer.
7. Adam Smith, An Inquiry into the Nature and Causes of the Wealth of Nations (London: Methuen & Co., Ltd., 1776). Also online at the Library of Economics and Liberty, George Mason University, http://www.econlib.org/library/Smith/smWN.html.
8. Doc Searls, “Markets are Relationships,” The Cluetrain Manifesto 10th Anniversary Edition (New York: Basic Books, 2009), 19.
9. The search URL: http://www.google.com/search?&q=customer+protection+agency.
10. Bella English, “Led by the child who simply knew,” Boston Globe, December 11, 2011.
11. “Target’s unique guests,” Target.com, http://pressroom.target.com/pr/news/target-guests.aspx.
12. “Retail’s Big Show 2012,” National Retail Federation, http://events.nrf.com/annual2012.
13. “Critical Developments in Retail Marketing: Understanding Consumers, Building Brands,” National Retail Federation, January 16, 2011, http://events.nrf.com/annual2012/Public/SessionDetails.aspx?SessionID=1641.
14. “Winning Today’s Digitally-Enhanced Shopper,” National Retail Federation, January 16, 2011, http://events.nrf.com/annual2012/Public/SessionDetails.aspx?SessionID=1680.
15. Thomas Harper, “Gimmick,” Online Etymology Dictionary, http://www.etymonline.com/index.php?term=gimmick&allowed_in_frame=0.
16. “Gimmick,” Merriam-Webster, http://www.merriam-webster.com/dictionary/gimmick.
17. Regis McKenna and Geoffrey Moore (who worked for McKenna early in his career) have both said a “whole” product is far more than its essential qualities. A whole product includes everything that gives the customer a reason to buy. The hard part here is to separate pure gimmicks from substantive variables such as quality control, product history, and reputation, and the variety of ways a product fits with or is surrounded by other products that enhance its value. Obviously, Old El Paso products are made whole by their packaging, the cuisines and recipes in which they are used, and so on. What makes the discount in this case a gimmick is that it has nothing to do with why I want to buy an Old El Paso product, other than the enticement of the discount, which in fact might cheapen my own regard for the product.
18. The Onion, Our Dumb World: Atlas of the Planet Earth (New York: Little, Brown, 2007), 9–10.
19. Ibid., 230
20. Evelyn M. Rusli and Clair Cain Miller, “Google is Said to Be Poised to Buy Groupon,” New York Times DealBook, November 30, 2010, http://dealbook.nytimes.com/2010/11/30/google-is-said-to-be-close-to-buying-groupon/.
21. Andrew Ross Sorkin, “The Missed Red Flags on Groupon,” New York Times DealBook, October 17, 2011, http://dealbook.nytimes.com/2011/10/17/the-missed-red-flags-on-groupon/.
22. Doc Searls, “Lessons in Mid-Crash,” Linux Journal, September 1, 2001, http://www.linuxjournal.com/article/4837.
23. It helps to remember that Phillips began his career as senior strategist for Richard Nixon’s successful campaign for president in 1968, and his long series of books started with The Emerging Republican Majority in 1969. Among other distinctions, he coined the term Sun belt, and correctly projected its coherence as an economic base and a conservative Republican stronghold, long before both facts became obvious. Kevin Phillips, American Theocracy: The Peril and Politics of Radical Religion, Oil, and Borrowed Money in the 21st Century (New York: Penguin, 2007), 268.
24. Kevin Phillips, Bad Money: Reckless Finance, Failed Politic, and the Global Crisis of American Capitalism (New York: Viking, 2008), 70.
25. Brent Shendler, Peter Drucker, and Lixandra Urresta, “Peter Drucker Takes The Long View The original management guru shares his vision of the future with FORTUNE’s Brent Schlender,” Fortune, September 28, 1998 http://money.cnn.com/magazines/fortune/fortune_archive/1998/09/28/248706.
26. Stefanie Olsen, “Nordstrom makes strides with online shoe store,” CNET News.com, November 2, 1999, http://news.cnet.com/2100-1017-232353.html.
27. Rachel Lamb, “Cultivating relationships increases customer loyalty, transactions: Zappos exec,” Luxury Daily, July 1, 2011, http://stage.luxurydaily.com/customer-satisfaction-dependent-on-sales-professionals-zappos-exec/.
28. Dave Everett, “Cultivating relationships increases customer loyalty, transactions: Zappos exec,” DaveEverett.net, http://daveeverett.net/cultivating-relationships-increases-customer-loyalty-transactions-zappos-exec/660/.
29. Youngme Moon, Difference: Escaping the Competitive Herd (New York: Crown Business, 2010), 11.
30. Ibid., 188.
31. Copy by Chiat/Day writers Rob Siltanen and Ken Segall, and art director Craig Tanimoto. Voice-over by Steve Jobs, “The Crazy Ones,” 1997. On YouTube, http://www.youtube.com/watch?v=8rwsuXHA7RA.
32. Doc Searls and David Weinberger, “Markets are Conversations,” The Cluetrain Manifesto (New York: Perseus Books, 2000), 76–77.
Chapter 26
1. Quote is widely credited to Libeskind, http://www.brainyquote.com/quotes/authors/d/daniel_libeskind.html.
2. From “The Real McCabe,” an ad for itself that ran in the Wall Street Journal as one in a series that ran in the late 1970s and early 1980s. I remember it well because I was a copywriter at my new advertising agency at the time, and modeled my work on McCabe’s. I was lucky to find an undated graphic copy of the original here: http://www.aef.com/images/creative_leaders/McCabe.gif.
3. John Taylor Gatto, Dumbing Us Down: The Hidden Curriculum of Compulsory Schooling (Gabriola Island, BC, Canada: New Society Publishers, 2002, 1992), xxxii.
4. Lewis Hyde, The Gift: Creativity and the Artist in the Modern World (New York: VintageBooks, 2007, 1979), xx.
5. Ibid.
Chapter 27
1. Craig Burton, by email, October 2011.
2. Suzanne Kapner, “Credit Unions Poach Clients,” Wall Street Journal, November 7, 2011, http://online.wsj.com/article/SB10001424052970203733504577021972358085822.html.
3. Michael Stolarczyk, private correspondence, September, 2011.
4. Adrian Gropper, private correspondence, November, 2011.
5. Ibid.
6. Ibid.
7. Britt Blaser, private correspondence, September 2011.
8. Ibid.
Epilogue
1. Walter Isaacson, Steve Jobs (New York: Simon & Schuster, 2011), 143.
2. The formula for Werner Heisenber’s uncertainty principle.
3. What Heisenberg said was also in German and more complicated than what I just said he said. But, toward the direction of his inquiry, my claim is the same: we can’t measure the future, but we can work to make it better.
4. Christensen’s five books (so far)—all with “Innovative” or “Innovator” in the title, are essential reading for any corporate manager who wishes either to cope with or prosper in the Intention Economy.
5. Larry Downes, Laws of Disruption: Harnessing the new forces that govern life and business in the digital age (New York: Basic Books, 2009), 17.