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The Intention Economy: When Customers Take Charge by Doc Searls

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EPILOGUE

Almost There

The journey is the reward.

—Steve Jobs1

image

—Werner Heisenberg2

Subjects and Objects

Physicist Werner Heisenberg’s uncertainty principle says you can’t know position and momentum with full accuracy at the same instant. That is, if something is moving, you can’t say exactly where it is; and if you know exactly where it is, you can’t say where it’s going or how fast. He also says observation itself has influences.3

So, in a Heisenbergian sense, I know where VRM development has been, where it is now (when I write this), and the direction it is headed. What I can’t know is where it will be when you read this. Heisenberg also ...

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