PROLOGUE

Paying Attention to Intention

In matters of style, swim with the current. In matters of principle, stand like a rock.

—Thomas Jefferson

Words may show a man’s wit but actions his meaning.

—Benjamin Franklin

The Insight

Work on this book started in March 2006, when I was covering O’Reilly’s Emerging Technologies (eTech) conference in San Diego for Linux Journal. The conference theme was “The Attention Economy.” Sitting in the audience taking notes, I thought, Why build an economy around attention, when intention is where the money comes from? So I wrote an article, on the spot, titled, “The Intention Economy.” An excerpt:

The Intention Economy grows around buyers, not sellers. It leverages the simple fact that buyers are the first ...

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