Actually, it’s more like Doc Searls: Wall Street Journal Cover Boy!
It’s a testament to Doc and also a hopeful sign of the times that the WSJ today features on its weekend cover a story by Doc about the theme of his new book, The Intention Economy. The title of the piece is “The Customer as a God,” a headline Doc didn’t write and isn’t entirely comfortable with. But the piece is strong. And getting it on the cover of WSJ is like getting a story about VRM on the cover of CRM Magazine. Which Doc also did.
big business continues to believe that a free market is one in which customers get to choose their captors. Choosing among AT&T, Sprint, T-Mobile and Verizon for your new smartphone is like choosing where you’d like to live under house arrest. It’s why marketers still talk about customers as “targets” they can “acquire,” “control,” “manage” and “lock in,” as if they were cattle. And it’s why big business thinks that the best way to get personal with customers on the Internet is with “big data,” gathered by placing tracking files in people’s browsers and smartphone apps without their knowledge—so they can be stalked wherever they go, with their “experiences” on commercial websites “personalized” for them.
It is not yet clear to the perpetrators of this practice that it is actually insane…
The headline brings to mind the most embarrassing headline I ever found one of my articles placed under. The article was about the need for human leeway in decisions about what constitutes copyright infringement. The title Wired supplied without my knowledge (that’s how magazines work) was: “Copy protection is a crime against humanity.” I can see the pun they intended, but taken at face values, it implies I think copy protection is on a par with genocide. I of course don’t even think copy protection is a crime.
And, yes, I am aware that the title for this post is also guilty of wild overstatement. I’m assuming — no offense, Doc — that even casual readers will understand that it’s hyperbole for humorous effect. Haha.