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Category: digital

The Searlsian Decade: Visualizing VRM

Published June 8, 2008 by cgerrish

Archimedes, the lever, the fulcrum, the world

Doc Searls is trying to find the fulcrum and the lever that will shift the basic network patterns, economics and power relations of advertising, marketing and B2C transactions. It’s your typical boil the ocean project. He calls it Project VRM.

VRM, or Vendor Relationship Management, is the reciprocal of CRM or Customer Relationship Management. It provides customers with tools for engaging with vendors in ways that work for both parties.

As the Network matures and we begin to understand the gestural possibilities at every device and virtual device endpoint of the Network, the tools that Doc seeks begin to materialize.

These proposals offer no quick and easy solution to the problems of peace. But they are essential tools. “Give me a fulcrum,” Archimedes is reported to have said, “and a place to stand—and I will move the world.” The tools I have suggested can be our fulcrum—it is here we take our stand—let us move the world down the road to peace.

John Fitzgerald Kennedy (1917-1963) 
President of the United States (1961-1963) 
Campaign speech proposing the United States Peace Corps
San Francisco, California, USA
November 2, 1960
(As reported by The New York Times, November 3, 1960, page 32)

I’m remodeling my kitchen, so I’m in the market for a number of products: a sink, a faucet, lighting, appliances, drawer pulls, etc. I’d recently looked at a few of these items on Amazon, so the next time I stopped by, I was shown some similar items based on my previous browsing and click path data. I wondered aloud on Twitter whether or not Amazon could read my blog to add data to their propensity model. Michael Markman responded that they probably had enough data on me as it is. From my perspective, the difference is between a conscious gesture signaling interest and a harvested gesture that feeds a mechanized targeted messaging propensity model.

But the truth is, I’m not really interested in using my blog as a method to signal to vendors. But this thread reveals another piece of the puzzle, the value of a blog, and current authoring tools, is that they make it easy to create RSS feeds. What I’d like to do is construct an RSS feed of the kind of things I’m interested in for my kitchen remodel. Vendors could read that feed and respond with feeds of their own that I could wrap into a consolidated feed where I could rank, tag, filter, sort, and search the RSS items. The user contract with the vendor is: don’t offer me feeds that aren’t relevant to my interest/gesture feed or you will be labeled a spammer.

I’ve been thinking about the synchronization capabilities of Live Mesh, the idea of notebooks and pens, and what Evernote might be good for over the last few months. While I’ve seen some potential in Evernote, it didn’t really click with me as a user until yesterday. I was surfing around the Network looking at various sinks, flooring materials and faucets and needed a way to store my consideration set. The use case for Evernote finally emerged, I was able to select portions of web pages and copy them into a notebook on Evernote through a browser plugin. I can also use my my iPhone to take photographs in the wild and email them to a notebook. And because there’s an iPhone web client, I have access to my notebook where ever I am. Similar to plans for Live Mesh, there are already desktop Evernote clients for Mac, PC, Linux and some Phones. The desktop client extends my ability to manipulate, annotate, tag and search my notebook. The local notebook syncs to the copy in the cloud — and that copy can be made public as an RSS feed.

Relationship Button, VRM, Looking to buy

I have a number of notebooks on Evernote, I can choose to keep them private or make them public. One reason to make a notebook or a portion of a notebook public would be to create half of the VRM relationship envisioned by Doc Searls. The question is, is there a vendor somewhere on the network who would know how to respond to my RSS feed? And does Evernote, or will Live Mesh, give me the tools to work with the feeds vendors offer me?

Michel Foucault in his essay Theatrum philosophicum put forth the notion that one day we may identify the 20th century as Deleuzian. In particular Deleuze’s idea of the rhizome has taken root.  There’s a sense in which we are entering the Searlsian decade of the Network. Hugh McCloud noticed and noted it while talking to Steve Gillmor on the telephone. As we begin to understand more and more about the Network we always already occupy, revolutionary gestures like Project VRM will move into the strong currents of the zeitgeist.

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@SteveGillmor : Plan B, and Playing ‘Dealer’ in Real Time

Published June 3, 2008 by cgerrish

Lightning

There are moments when a crucible unleashes both light and heat. In Michael Hiltzik’s book Dealers of Lightning there’s a description of a weekly meeting run by Bob Taylor at Xerox Parc’s Computer Science Lab in the 1970s. The meeting was just known as “Dealer.” The name was derived from the book about blackjack called  “Beat the Dealer,” by an MIT Math professor named Edmund O. Thorpe.

In casino blackjack the dealer plays against everyone at the table. In Taylor’s variant a single researcher would propose an idea or project, then stand alone to defend it from dissection by his peers. …The pitiless judgements dispensed at Dealer derived from the ethos of the engineer, who is taught that an answer can be right or wrong, “one” or “zero,” but not anything in between. It was felt that if you were wrong you were done no favor in being told you were right, or half right, or had made a decent try.

The output of Xerox Parc and Bob Taylor’s meetings was nothing short of personal computing as we know it today. Every element of the graphic user interface, networking, social behavior over electronic communication media, the laptop, the Macintosh, object oriented programing, ethernet — found its origin in that fertile period.

I thought of ‘Dealer’ while listening to the Gillmor Gang talk to FriendFeed co-founders Bret Taylor and Paul Buchheit. The Gang was trying to teach Bret and Paul the old lesson that the street has its own uses for things. Feeding friends is one thing, but understanding that you have an opportunity to tap into a strong current of the zeitgeist is another.

You can listen to Dealer Live here:

To understand the show’s theme of Plan B, you sorta needed to be listening all along. The writing is a sound check of the ongoing jam session, the riffs are well established and the players all have distinctive sounds. It’s a textual interlude in the orchestral maneuvers of the fierce urgency of now.  If you have an “A,” it’s the “B” that creates the positive bid-to-cover ratio. The basic idea is that markets create the demand for common technical standards. And there’s an irresistible movement of the Network toward the real time flow of interactions. Real time interactions on the Network have had a limited scope. The “track” function in Twitter has opened a window to a powerful set of new interactions. “Track” works because Twitter is a primary market for gestures, but if @Ev, @Biz and @Jack don’t understand the lightning they’ve unleashed, those of us who’ve had a taste will need to consider Plan B.

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Imagine a Business Model for a Real-Time Information Distribution Service

Published May 29, 2008 by cgerrish

Gomez Adams views the ticker tape

Imagine a business based on real-time information provided to participants in an information market. The owner of the information flow charges for real-time access, and gives 15 minute delayed information for free. Perhaps it would look something like this. Individuals pay a fee (or look at contextual ads) and would get the real-time feed from resellers. Resellers would pay a fee to the information provider to sell the real-time feed through their system.

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In order for these economics to work, real-time flow (plus the ability to track keywords in that flow) would have to have a demonstrable higher value than delayed information. For instance, real time conversations would only be possible in the real-time feed. The other important factor would be the completeness of the information. The flow of information would need to consolidate all publication via hyperlinks in all venues.

Some sort of messaging infrastructure would be required to receive and relay the information into the live data stream infrastructure. Historical data would be archived and charted, some firms would package and sell this view. Maps of volume of tracks would provide a kind of real-time zeitgeist.

Could there be a service that served as the public record for all publishing events on the Network?

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One Key, Offline and Online, to Open All the Doors

Published May 28, 2008 by cgerrish

Many keys on a key ring

When I was in high school, I used to have long conversations with the principal in his office. I wasn’t there because I’d misbehaved, I sought him out because he was one of the most interesting people in the school. It was a K through 12 Alternative School, so there were lots of interesting people around.

One afternoon we got to talking about keys. I said that the janitor seemed to be one of the most powerful people in the school. He had a key ring with what looked like a hundred keys. This appeared to give him access to all the locked doors on the premises. The Principal smiled and pulled out a key from his pocket. “This key,” he said, “opens every door in the school.” Now that’s a powerful key.

That’s the vision that haunts the internet identity movement — one key to rule them all. But is one key the right number? We have more than one key in our offline lives. We mitigate risk by having different kinds of keys. The key to my car can only be duplicated by the manufacturer. My house key can be duplicated by the hardware store down the street. I give copies to close friends, in case I lose my set. Keys are access tools, they don’t correspond to identity or personas in the offline world.

Would I really want one key that I could use to access everything in my life — both online and offline? How many keys should I have? One way to answer the question is to say, the right number of keys is determined by the size of my pocket.

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