IIW 2005: Doc Searls
| October 26, 2005 @ 10:38 am | Filed under Identity |
Doc Searls is currently giving his presentation titled “Identity in the Marketplace: The Rise of the Fully Empowered Customer”. He points out that a person makes exchanges with companies, has conversations with companies but a person never really has any sort of real relationship with these companies. Doc considers explains this be saying “the companies won the industrial revolution” and we have lost our identity as individuals.
Doc goes on to talk about companies providing systems that allows the individual to tell them what they want and even compete for their business. The key to this is that things are done on “my” terms. He uses car rental companies as an example where an individual can say what they are going to do and the type of features they want on the car they want to rent and then have the companies compete for that individuals business.
One of the keys to making this idea work is people need to work together and share ideas when developing identity systems. Empowering the customer is an important part of identity to put the consumer back in the driver’s seat.