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The Intention Economy: When Customers Take Charge by Doc Searls

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25

The Dance

There is never a good sale for Neiman Marcus that’s not a good buy for the customer.

—Stanley Marcus1

The consumer is not a moron. She is your wife.

—David Ogilvy2

In 2007, we got an apartment near Cambridge, Massachusetts, so I could be near the Berkman Center and Boston-area colleagues working on ProjectVRM. But choosing where to rent was not an easy decision. First, we wanted to find the right school for our son, who was then entering fifth grade. Second, my wife wanted to shop at a Trader Joe’s. We found both nearby.

At first, I didn’t get why she liked Trader Joe’s so much. The quality of the food mattered, ...

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