Who owns the marketplace? Is it businessor the customer? According to Doc Searls customers are on the verge of becoming truly free and independent actors in the marketplace with the power of telling vendors what they want, how they want it, and where and when they should be able to get it. This imperative shift in customer power will alter the balance of the market and usher in what Searls calls the intention economy. In the book, Searls lays out a map for an economy driven by consumer intent, where vendors canand mustrespond to the actual intentions of customers, instead of simply vying for customer attention in hopes of selling them what they might want.
