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Monday, August 28, 2006

How I would like to consume

I have read a lot about attention economy and how we could make it easier as consumers for brands to reach us.

Everything that I have seen or read so far requires extra work on my side, to install a piece of software or maintain my data somehow. I do not think than the average consumer would go for this. Who has time to install software so that we can receive targeted ads?

Meanwhile, it is also true that when I want to buy a car, or a camera, or a surf board, I am looking for information and it would be good to have it all in one place.

So far Google has done a very good job at helping me do this, and I suspect this is the reason for the success they have with their Google ads. But it is still a painful process, because the data I have access to is not always good quality. has also done a very good job at helping me if I am a geek and I want to get into collaborative filtering.

But what I really want is a repository of product information, a mix of wikipedia and YouTube, where all brands would agree to show their product information, including cool videos or cool ads that they may have. And if brands are really sincere about helping me, they would even allow the public to add their own comments or revisions to the information.

With this ONE SOURCE OF TRUTH, I will be able get the information I need when I need it, and then I will be able to decide what I want to buy.

It would be nothing different from what I do today, except that it would be designed from the beginning to work for me.

So what happens to competition?

Well, with this system in place, it will become more obvious than competing is not about luring me into believing something about the product, but rather it will be about truly providing value, through great prices (value to my budget) and through great features, which is what it should be about.

If any one brand cares about getting my attention, please listen to this...