Rough Notes for Doc Searls – Keynote
He’s in business drag (kinda like Ben). Dropped it into puddle.
Markets 2.0
Beyond a whole bunch of isms.
Markets are conversations: they’re not just (a whole bunch of things). Stuff that reduces is to transactions.
Wanted change it.
Markets used to be real places, where culture was produced.
Feedback on Cluetrain from the real marketplace:
Markets are also relationships.
Also transactions, and conversations.
Killer app is relationships. We’re just beginning to see it.
Search for Reboot 8 on Google. Relatively static stuff, not live.
Yahoo! and Google actually do search the live web.
They make a distinction between blogs and the web.
Shows Google Blog search results, pretty live.
Technorati — pretty live. (I’m there too!)
Why is Technorati innovating where Google is just performing?
It depends on where we come from.
Google comes from the static web.
Why make a distinction between blogs and the web?
They could mix them in…
There’s branching off going on.
Branching between time and space.
Static: looks for billions Live: listening to millions
time-to-index of under one minute
Respond only to signs of life.
Live web is time and people, those that have relationships…
Static web is a haystack, here’s one virtual straw… [url]
Everything after domain name is chaos, that’s why we need search.
Live web is organized chronologically. Isn’t a haystack, it has structure. It has a history.
“we are human beings and our reach exceeds your grasp, deal with it”
live web, demand supplies itself
on static web too but slower
Live web is a lot more than blogging
Best blogging is provisional not finished or final
industrial publishers create finished products
best of blogging is about rolling snowballs, not pushing rocks up the hill
you roll out an idea, if it grows and gets somewhere it’s not yours
podcasting as example of snowballing
The great unbundling: e.g. YouTube, Tivo (video)…
More content: horrible world, sounds like packaging, you can’t snowball it, it’s fixed.
It’s about consumers becoming producers.
Value chain is replaced with value constellation.
Live web will help drive the intention economy. ETech: attention economy, eyeballs – crap. Move to intention.
attention > decision > intention
This is virgin theory, mostly because we’ve been focussed on marketing.
Why are sales & marketing VPs from sales and not marketing?
Sales is real, marketing is strategic… Marketing is bullshit.
Searls law #14: it doesn’t matter what car you want to rent you’ll get a Chevy Cavalier.
His car sucks… so he rents cars.
Car rental is good study for independent identity. They’re all bad.
On the web they’re all marketing silos.
Renting from Budget: he might get a Ford Focus. Good handling, MP3’s. But he gets a Chevy Cavalier.
Less focus on capturing costumers and trying to meet demand and improve service and enlarge marketplace.
Users have lots of relationships that are useful, they have needs that aren’t in CRM.
Intention economy has inadequate infrastructure. Free market is still choice of silos.
We need to know how civilization grows, pace layering, Long Now, Stuart Brand.
Markets rely on infrastructure. Grow a market? Create infrastructure.
Commerce contributes infrastructure, infrastructure supports commerce.
Earth to computer industry: commodities are good!
Hollywood wants a silo.
Commerce governs infrastructure and the natives can go to hell.
Will the net route around Hollywood and the carriers?
Enormous power of because-effect.
Fight for new civilization. Net wants to be as fast and open as your hard drive.
Carriers will fight that knowledge. Workarounds: enterprising customers.
People are already fighting. Bet on the people.
E.g. Lafayette Pro Fibre, Municipal Wireless.
Let’s talk…
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