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we are interested in the resilience that comes from building a rich ecosystem of interoperable currencies

What are the core elements of a modern cryptocurrency?

Digital

Holdings are electronic and only exist and operate by virtue of a community’s agreement about how to interpret digital bits according to rules about operation and accounting of the currency.

Trustless

don’t have to trust a 3rd party central authority

Decentralized

Specifically, access, issuance, transaction accounting, rules & policies, should be collectively visible, known, and held.

Cryptographic

This cryptographic structure is used to enable a variety of people to host the data without being able to alter it.

Identity

there must be a way to associate these bits with some kind of account, wallet, owner, or agent who can use them

Other things that many take for granted in blockchains may not be core but subject to decisions in design and implementation, so they can vary between implementations

It does not have to be stored in a synchronized global ledger

does not have to be money. It may be a reputation currency, or data used for identity, or naming, etc

Its units do not have to be cryptographic tokens or coins

It does not have to protect the anonymity of users, although it may

if you think currency is only money, and that money must be artificially scarce

Then you must tackle the problem of always tracking which coins exist, and which have been spent. That is one approach — the one blockchain takes.

You might optimize for anonymity if you think of cryptocurrency as a tool to escape governments, regulations, and taxes.

if you want to establish and manage membership in new kinds of commons, then identity and accountability for actions may turn out to be necessary ingredients instead of anonymity.

In the case of the MetaCurrency Project, we are trying to support many use cases by building tools to enable a rich ecosystem of communities and current-sees (many are non-monetary) to enhance collective intelligence at all scales.

Managing consensus about a shared reality is a central challenge at the heart of all distributed computing solutions.

If we want to democratize money by having cryptocurrencies become a significant and viable means of transacting on a daily basis, I believe we need fundamentally more scalable approaches that don’t require expensive, dedicated hardware just to participate.

We should not need system wide consensus for two people to do a transaction in a cryptocurrency

Blockchain is about managing a consensus about what was “said.” Ceptr is about distributing a consensus about how to “speak.”

how nature gets the job done in massively scalable systems which require coordination and consistency

Replicate the same processes across all nodes

Empower every node with full agency

Hold this transformed state locally and reliably

Establish protocols for interaction

Each speaker of a language carries the processes to understand sentences they hear, and generate sentences they need

we certainly don’t carry some kind of global ledger of everything that’s ever been said, or require consensus about what has been said

Language IS a communication protocol we learn by emulating the processes of usage.

Dictionaries try to catch up when the usage

there is certainly no global ledger with consensus about the state of trillions of cells. Yet, from a single zygote’s copy of DNA, our cells coordinate in a highly decentralized manner, on scales of trillions, and without the latency or bottlenecks of central control.

Imagine something along the lines of a Java Virtual Machine connected to a distributed version of Github

Every time this JVM runs a program it confirms the hash of the code it is about to execute with the hash signed into the code repository by its developers

This allows each node that intends to be honest to be sure that they’re running the same processes as everyone else. So when two parties want to do a transaction, and each can have confidence their own code, and the results that your code produces

Then you treat it as authoritative and commit it to your local cryptographically self-validating data store

Allowing each node to treat itself as a full authority to process transactions (or interactions via shared protocols) is exactly how you empower each node with full agency. Each node runs its copy of the signed program/processes on its own virtual machine, taking the transaction request combined with the transaction chains of the parties to the transaction. Each node can confirm their counterparty’s integrity by replaying their transactions to produce their current state, while confirming signatures and integrity of the chain

If both nodes are in an appropriate state which allows the current transaction, then they countersign the transaction and append to their respective chains. When you encounter a corrupted or dishonest node (as evidenced by a breach of integrity of their chain — passing through an invalid state, broken signatures, or broken links), your node can reject the transaction you were starting to process. Countersigning allows consensus at the appropriate scale of the decision (two people transacting in this case) to lock data into a tamper-proof state so it can be stored in as many parallel chains as you need.

When your node appends a mutually validated and signed transaction to its chain, it has updated its local state and is able to represent the integrity of its data locally. As long as each transaction (link in the chain) has valid linkages and countersignatures, we can know that it hasn’t been tampered with.

If you can reliably embody the state of the node in the node itself using Intrinsic Data Integrity, then all nodes can interact in parallel, independent of other interactions to maximize scalability and simultaneous processing. Either the node has the credits or it doesn’t. I don’t have to refer to a global ledger to find out, the state of the node is in the countersigned, tamper-proof chain.

Just like any meaningful communication, a protocol needs to be established to make sure that a transaction carries all the information needed for each node to run the processes and produce a new signed and chained state. This could be debits or credits to an account which modify the balance, or recoding courses and grades to a transcript which modify a Grade Point Average, or ratings and feedback contributing to a reputation score, and so on.

By distributing process at the foundation, and leveraging Intrinsic Data Integrity, our approach results in massive improvements in throughput (from parallel simultaneous independent processing), speed, latency, efficiency, and cost of hardware.

You also don’t need to incent people to hold their own record — they already want it.

Another noteworthy observation about humans, cells, and atoms, is that each has a general “container” that gets configured to a specific use.

Likewise, the Receptors we’ve built are a general purpose framework which can load code for different distributed applications. These Receptors are a lightweight processing container for the Ceptr Virtual Machine Host

Ceptr enables a developer to focus on the rules and transactions for their use case instead of building a whole framework for distributed applications.

how units in a currency are issued

Most people think that money is just money, but there are literally hundreds of decisions you can make in designing a currency to target particular needs, niches, communities or patterns of flow.

Blockchain cryptocurrencies are fiat currencies. They create tokens or coins from nothing

These coins are just “spoken into being”

the challenging task of

ensure there is no counterfeiting or double-spending

Blockchain cryptocurrencies are fiat currencies

These coins are just “spoken into being”

the challenging task of tracking all the coins that exist to ensure there is no counterfeiting or double-spending

You wouldn’t need to manage consensus about whether a cryptocoin is spent, if your system created accounts which have normal balances based on summing their transactions.

In a mutual credit system, units of currency are issued when a participant extends credit to another user in a standard spending transaction

Alice pays Bob 20 credits for a haircut. Alice’s account now has -20, and Bob’s has +20.

Alice spent credits she didn’t have! True

Managing the currency supply in a mutual credit system is about managing credit limits — how far people can spend into a negative balance

Notice the net number units in the system remains zero

One elegant approach to managing mutual credit limits is to set them based on actual demand.

concerns about manufacturing fake accounts to game credit limits (Sybil Attacks)

keep in mind there can be different classes of accounts. Easy to create, anonymous accounts may get NO credit limit

What if I alter my code to give myself an unlimited credit limit, then spend as much as I want? As soon as you pass the credit limit encoded in the shared agreements, the next person you transact with will discover you’re in an invalid state and refuse the transaction.

If two people collude to commit an illegal transaction by both hacking their code to allow a normally invalid state, the same still pattern still holds. The next person they try to transact with using untampered code will detect the problem and decline to transact.

Most modern community currency systems have been implemented as mutual credit,

Hawala is a network of merchants and businessmen, which has been operating since the middle ages, performing money transfers on an honor system and typically settling balances through merchandise instead of transferring money

Let’s look at building a minimum viable cryptocurrency with the hawala network as our use case

To minimize key management infrastructure, each hawaladar’s public key is their address or identity on the network. To join the network you get a copy of the software from another hawaladar, generate your public and private keys, and complete your personal profile (name, location, contact info, etc.). You call, fax, or email at least 10 hawaladars who know you, and give them your IP address and ask them to vouch for you.

Once 10 other hawaladars have vouched for you, you can start doing other transactions because the protocol encoded in every node will reject a transaction chain that doesn’t start with at least 10 vouches

seeding your information with those other peers so you can be found by the rest of the network.

As described in the Mutual Credit section, at the time of transaction each party audits the counterparty’s transaction chain.

Our hawala crypto-clearinghouse protocol has two categories of transactions: some used for accounting and others for routing. Accounting transactions change balances. Routing transactions maintain network integrity by recording information about hawaladar

Accounting Transactions create signed data that changes account balances and contains these fields:

The final hash of all of the above fields is used as a unique transaction ID and is what each of party signs with their private keys. Signing indicates a party has agreed to the terms of the transaction. Only transactions signed by both parties are considered valid. Nodes can verify signatures by confirming that decryption of the signature using the public key yields a result which matches the transaction ID.

Routing Transactions sign data that changes the peers list and contain these fields:

As with accounting transactions, the hash of the above fields is used as the transaction’s unique key and the basis for the cryptographic signature of both counterparties.

Remember, instead of making changes to account balances, routing transactions change a node’s local list of peers for finding each other and processing.

a distributed network of mutual trust

operates across national boundaries

everyone already keeps and trusts their own separate records

Hawaladars are not anonymous

“double-spending”

It would be possible for someone to hack the code on their node to “forget” their most recent transaction (drop the head of their chain), and go back to their previous version of the chain before that transaction. Then they could append a new transaction, drop it, and append again.

After both parties have signed the agreed upon transaction, each party submits the transaction to separate notaries. Notaries are a special class of participant who validate transactions (auditing each chain, ensuring nobody passes through an invalid state), and then they sign an outer envelope which includes the signatures of the two parties. Notaries agree to run high-availability servers which collectively manage a Distributed Hash Table (DHT) servicing requests for transaction information. As their incentive for providing this infrastructure, notaries get a small transaction fee.

This approach introduces a few more steps and delays to the transaction process, but because it operates on independent parallel chains, it is still orders of magnitude more efficient and decentralized than reaching consensus on entries in a global ledger

millions of simultaneous transactions could be getting processed by other parties and notaries with no bottlenecks.

There are other solutions to prevent nodes from dropping the head of their transaction chain, but the approach of having notaries serve out a DHT solves a number of common objections to completely distributed accounting. Having access to reliable lookups in a DHT provides a similar big picture view that you get from a global ledger. For example, you may want a way to look up transactions even when the parties to that transaction are offline, or to be able to see the net system balance at a particular moment in time, or identify patterns of activity in the larger system without having to collect data from everyone individually.

By leveraging Intrinsic Data Integrity to run numerous parallel tamper-proof chains you can enable nodes to do various P2P transactions which don’t actually require group consensus. Mutual credit is a great way to implement cryptocurrencies to run in this peered manner. Basic PKI with a DHT is enough additional infrastructure to address main vulnerabilities. You can optimize your solution architecture by reserving reserve consensus work for tasks which need to guarantee uniqueness or actually involve large scale agreement by humans or automated contracts.

It is not only possible, but far more scalable to build cryptocurrencies without a global ledger consensus approach or cryptographic tokens.

At the heart of Movenbank is a concept call CRED.

The difference today is our ability to capture data from across an array of digital services. With every trade we make, comment we leave, person we "friend", spammer we flag or badge we earn, we leave a trail of how well we can or can't be trusted.

An aggregated online reputation having a real-world value holds enormous potential

peer-to-peer marketplaces, where a high degree of trust is required between strangers; and where a traditional approach based on disjointed information sources is currently inefficient, such as recruiting.

opportunity to reinvent the way people found jobs through online reputation

"It's not about your credit, but your credibility," King says.

But this wealth of data raises an important question -- who owns our reputation? Shouldn't our hard-earned online status be portable? If you're a SuperHost on Airbnb, shouldn't you be able to use that reputation to, say, get a loan, or start selling on Etsy?

"People are currently underusing their networks and reputation," King says. "I want to help people to understand and build their influence and reputation, and think of it as capital they can put to good use."

Social scientists have long been trying to quantify the value of reputation.

Using functional magnetic resonance imaging, the researchers monitored brain activity

"The implication of our study is that different types of reward are coded by the same currency system." In other words, our brains neurologically compute personal reputation to be as valuable as money.

Personal reputation has been a means of making socioeconomic decisions for thousands of years. The difference today is that network technologies are digitally enabling the trust we used to experience face-to-face -- meaning that interactions and exchanges are taking place between total strangers.

Trust and reputation become acutely important in peer-to-peer marketplaces such as WhipCar and Airbnb, where members are taking a risk renting out their cars or their homes.

When you are trading peer-to-peer, you can't count on traditional credit scores. A different measurement is needed. Reputation fills this gap because it's the ultimate output of how much a community trusts you.

Welcome to the reputation economy, where your online history becomes more powerful than your credit history.

Presently, reputation data doesn't transfer between verticals.

A wave of startups, including Connect.Me, TrustCloud, TrustRank, Legit and WhyTrusted, are trying to solve this problem by designing systems that correlate reputation data. By building a system based on "reputation API" -- a combination of a user's activity, ratings and reviews across sites -- Legit is working to build a service that gives users a score from zero to 100. In trying to create a universal metric for a person's trustworthiness, they are trying to "become the credit system of the sharing economy", says Jeremy Barton, the 27-year-old San Francisco-based cofounder of Legit.

His company, and other reputation ventures, face some big challenges if they are to become, effectively, the PayPal of trust. The most obvious is coming up with algorithms that can't be easily gamed or polluted by trolls. And then there's the critical hurdle of convincing online marketplaces not just to open up their reputation vaults, but create a standardised format for how they frame and collect reputation data. "We think companies will share reputation data for the same reasons banks give credit data to credit bureaux," says Rob Boyle, Legit cofounder and CTO. "It is beneficial for one company to give up their slice of reputation data if in return they get access to the bigger picture: aggregated data from other companies."

PeerIndex, Kred and Klout,

are measuring social influence, not reputation. "Influence measures your ability to drag someone into action,"

"Reputation is an indicator of whether a person is good or bad and, ultimately, are they trustworthy?"

Early influence and reputation aggregators will undoubtedly learn by trial and error -- but they will also face the significant challenge of pioneering the use of reputation data in a responsible way. And there's a challenge beyond that: reputation is largely contextual, so it's tricky to transport it to other situations.

Many of the ventures starting to make strides in the reputation economy are measuring different dimensions of reputation.

reputation is a measure of knowledge

a measure of trust

a measure of propensity to pay

measure of influence

Reputation capital is not about combining a selection of different measures into a single number -- people are too nuanced and complex to be distilled into single digits or binary ratings.

It's the culmination of many layers of reputation you build in different places that genuinely reflect who you are as a person and figuring out exactly how that carries value in a variety of contexts.

The most basic level is verification of your true identity

reliability and helpfulness

do what we say we are going to do

respect another person's property

trusted to pay on time

we will be able to perform a Google- or Facebook-like search and see a picture of a person's behaviour in many different contexts, over a length of time. Slivers of data that have until now lived in secluded isolation online will be available in one place. Answers on Quora, reviews on TripAdvisor, comments on Amazon, feedback on Airbnb, videos posted on YouTube, social groups joined, or presentations on SlideShare; as well as a history and real-time stream of who has trusted you, when, where and why. The whole package will come together in your personal reputation dashboard, painting a comprehensive, definitive picture of your intentions, capabilities and values.

idea of global reputation

By the end of the decade, a good online reputation could be the most valuable currency in your possession.

the bell curve described the wealth and income distribution of American society

As the technology boom of the 1990s increased productivity, many assumed that the rising water level of the economy was raising all those middle class boats. But a different phenomenon has also occurred. The wealthy have gained substantially over the past two decades while the middle class has remained stagnant in real income, and the poor are simply poorer.

America is turning into a power-curve society: one where there are a relative few at the top and a gradually declining curve with a long tail of relatively poorer people.

For the first time since the end of World War II, the middle class is apparently doing worse, not better, than previous generations.

an alarming trend

What is the role of technology in these developments?

a sweeping look at the relationship between innovation and productivity

New Economy of Personal Information

Power-Curve Society

the future of jobs

the report covers the social, policy and leadership implications of the “Power-Curve Society,”

World Wide Web

as businesses struggle to come to terms with this revolution, a new set of structural innovations is washing over businesses, organizations and government, forcing near-constant adaptation and change. It is no exaggeration to say that the explosion of innovative technologies and their dense interconnections is inventing a new kind of economy.

the new technologies are clearly driving economic growth and higher productivity, the distribution of these benefits is skewed in worrisome ways.

the networked economy seems to be producing a “power-curve” distribution, sometimes known as a “winner-take-all” economy

Economic and social insecurity is widespread.

major component of this new economy, Big Data, and the coming personal data revolution fomenting beneath it that seeks to put individuals, and not companies or governments, at the forefront. Companies in the power-curve economy rely heavily on big databases of personal information to improve their marketing, product design, and corporate strategies. The unanswered question is whether the multiplying reservoirs of personal data will be used to benefit individuals as consumers and citizens, or whether large Internet companies will control and monetize Big Data for their private gain.

Why are winner-take-all dynamics so powerful?

appear to be eroding the economic security of the middle class

A special concern is whether information and communications technologies are actually eliminating more jobs than they are creating—and in what countries and occupations.

How is the power-curve economy opening up opportunities or shutting them down?

Is it polarizing income and wealth distributions? How is it changing the nature of work and traditional organizations and altering family and personal life?

many observers fear a wave of social and political disruption if a society’s basic commitments to fairness, individual opportunity and democratic values cannot be honored

what role government should play in balancing these sometimes-conflicting priorities. How might educational policies, research and development, and immigration policies need to be altered?

The Innovation Economy

Conventional economics says that progress comes from new infusions of capital, whether financial, physical or human. But those are not necessarily the things that drive innovation

What drives innovation are new tools and then the use of those new tools in new ways.”

at least 50 percent of the acceleration of productivity over these years has been due to ICT

economists have developed a number of proxy metrics for innovation, such as research and development expenditures.

Atkinson believes that economists both underestimate and overestimate the scale and scope of innovation.

Calculating the magnitude of innovation is also difficult because many innovations now require less capital than they did previously.

Others scholars

see innovation as going in cycles, not steady trajectories.

A conventional approach is to see innovation as a linear, exponential phenomenon

leads to gross errors

Atkinson

believes that technological innovation follows the path of an “S-curve,” with a gradual increase accelerating to a rapid, steep increase, before it levels out at a higher level. One implication of this pattern, he said, is that “you maximize the ability to improve technology as it becomes more diffused.” This helps explain why it can take several decades to unlock the full productive potential of an innovation.

innovation keeps getting harder. It was pretty easy to invent stuff in your garage back in 1895. But the technical and scientific challenges today are huge.”

costs of innovation have plummeted, making it far easier and cheaper for more people to launch their own startup businesses and pursue their unconventional ideas

innovation costs are plummeting

Atkinson conceded such cost-efficiencies, but wonders if “the real question is that problems are getting more complicated more quickly than the solutions that might enable them.

we may need to parse the different stages of innovation: “The cost of innovation generally hasn’t dropped,” he argued. “What has become less expensive is the replication and diffusion of innovation.”

what is meant by “innovation,”

“invention plus implementation.”

A lot of barriers to innovation can be found in the lack of financing, organizational support systems, regulation and public policies.

90 percent of innovation costs involve organizational capital,”

there is a serious mismatch between the pace of innovation unleashed by Moore’s Law and our institutional and social capacity to adapt.

This raises the question of whether old institutions can adapt—or whether innovation will therefore arise through other channels entirely. “Existing institutions are often run by followers of conventional wisdom,”

The best way to identify new sources of innovation, as Arizona State University President Michael Crow has advised, is to “go to the edge and ignore the center.”

Paradoxically, one of the most potent barriers to innovation is the accelerating pace of innovation itself.

Institutions and social practice cannot keep up with the constant waves of new technologies

“We are moving into an era of constant instability,”

“and the half-life of a skill today is about five years.”

Part of the problem, he continued, is that our economy is based on “push-based models” in which we try to build systems for scalable efficiencies, which in turn demands predictability.

The real challenge is how to achieve radical institutional innovations that prepare us to live in periods of constant two- or three-year cycles of change. We have to be able to pick up new ideas all the time.”

pace of innovation is a major story in our economy today.

The App Economy consists of a core company that creates and maintains a platform (such as Blackberry, Facebook or the iPhone), which in turn spawns an ecosystem of big and small companies that produce apps and/or mobile devices for that platform

tied this success back to the open, innovative infrastructure and competition in the U.S. for mobile devices

standard

The App Economy illustrates the rapid, fluid speed of innovation in a networked environment

crowdsourcing model

winning submissions are

globally distributed in an absolute sense

problem-solving is a global, Long Tail phenomenon

As a technical matter, then, many of the legacy barriers to innovation are falling.

small businesses are becoming more comfortable using such systems to improve their marketing and lower their costs; and, vast new pools of personal data are becoming extremely useful in sharpening business strategies and marketing.

Another great boost to innovation in some business sectors is the ability to forge ahead without advance permission or regulation,

“In bio-fabs, for example, it’s not the cost of innovation that is high, it’s the cost of regulation,”

This notion of “permissionless innovation” is crucial,

“In Europe and China, the law holds that unless something is explicitly permitted, it is prohibited. But in the U.S., where common law rather than Continental law prevails, it’s the opposite

what if people saw the patents

aying dormant

new ways that we can incorporate these patents into new products?"

Marblar also obtained access to many patents from the University of Pennsylvania and from ETRI,

The site also partnered with Samsung,

or its potential to bring the patents of Marblar users to life.

Any idea that Samsung likes could find its way into Samsung technology, with 10 percent of the royalties going to the Marblar users who brought it to life

The contributors to a Marblar project might be helping an inventor out of the goodness of their heart, but they also stand to gain if a particular product gets the green light. Marblar rewards users who provide useful data or information by giving them "marbles," the websites namesake currency.

In the spirit of crowdsourcing, other Marblar users can help out a particular inventor whose idea they want to see come to life.

"As you submit product ideas and contribute market data or technical data, you get more marbles," Perez said.

The more marbles a person earns, the bigger the cut he or she gets in the royalty check if the product makes it to market.

Another website, Quirky

have a store dedicated to selling its users products

patents have become more associated with litigation than productivity.

"Patent trolls buy up patents to extract money, with no intention of actually creating a product," he said. "Marblar is like the anti-troll. We're looking for new ways to commercialize."

find new ways of efficiency

arbitration between efficiency and care

a global thinking of the problem

Fighting the attention and desire resource shortage: stoping to use advertisement?

The question is rather here to think the moderation of the psychopower

empower transindividuation, i.e. to make sure that an economic activity creates more possibilities of individuation than it tend to destroy by attempting to capture attention and canalize motivation in a funnel. Empower transindividuation would imply to empowering actors of their own lifestyle, winning back the savoir-vivre prescribing production

Should marketing stop using psychopower?

marketing ethics guidelines

transactions are more likely to be morally defensible if both parties enter it freely and fully informed

the goal of marketing should be to increase the likelihood and frequency of free and informed transactions in the marketplace

putting freedom as a criteria of morality

the industrial use of pycho- and neuropower tend to fall under the category of barriers to freedom

neurotechniques – to capture the attention

psychotechniques – to attempt to create motivation

Most people think commercials are a small price to pay for these benefits

advertising

denying the schemes of addiction and the fact that we are becoming through the objects of attentions

right to avoid attention capture by advertising

progress made in cognitive sciences proving that

reward system being abnormally stimulated

Advertisements exploit

vulnerability and reinforce their overconsumption behaviors

“if food advertising on TV were banned, significant reductions in the prevalence of childhood obesity are possible.” (Veerman et al. 2009)

What is at stake falls to be much more complex than the sole Freedom of Speech invoked for the advertiser

liberty of non-reception

would mean to guaranty every citizen the right to choose where and when he wants to access the advertising information

Change in the industrial and commercial paradigm

Economy of contribution and peer production

An economy of contribution means that users of a service are contributing to the production of these services.

example

is open-source software that are contributively build by potentially hundreds of developers organized in communities

minimize the gap between the producer and consumer

blur the frontier between professionals and amateurs

The Copernican revolution of the Vendor Relationship Management paradigm

change in the commercial paradigm, described as an Intention Economy i.e. the opposite of the Attention Economy

consumers are charged to express and discuss their intention

with businesses rather than the usual paradigm in which businesses where fighting for a piece of canalized motivation

Implementing such a system would nevertheless imply that marketing departments dispose of a system in which they could value their supplies and where they could be easily found by customers. Doc Searls promotes his answer to this issue: the Vendor Relationship Management system.

the belief that free customers are more valuable than captive ones — to themselves, to vendors, and to the larger economy.

To be free

1. Customers must enter relationships with vendors as independent actors.

2. Customers must be the points of integration for their own data.

3. Customers must have control of data they generate and gather. This means they must be able to share data selectively and voluntarily.

4. Customers must be able to assert their own terms of engagement.

5. Customers must be free to express their demands and intentions outside of any one company’s control.

This is a profoundly game-changing approach

big data that is the rush for consumers’ information potentially leading to the same dead-end of attention destruction and affective saturation than the former offline paradigm

VRM system working as a marketplace

the goal of marketing should be to increase the likelihood and frequency of free and informed transactions in the marketplace

less imperfect and less biased information in a cultural context overvaluing transparency, and a bigger atomicity due to the hereafter introduced trend for re-localized peer production.

3.2.2.3 VRM and externalization of the socialization process

Promoting the end of advertisement

means to find a new way to make the information circulate, what was the primary goal of advertisement

Until there is no alternative to massive advertisement campaign for the information circulation, it is indeed hard to ask entrepreneurs and managers to get rid of those successors of propaganda: such a transition process necessarily imply adaptation costs from the producer and the consumer side, and possible competitive disadvantage against competitors still maximizing profit through advertisement means

But the internet transformation of the general organology offers new way to think information circuits and potentially constitute an opportunity to externalize the socialization process of products that is to empower citizen-consumers organized in communities

Empowering groups of citizen doesn’t annihilate the risks of mis-use or counterproductive interest-taker behaviors but a well-designed system of trust between peers could minimize this risk by creating a dependency to what social capital other peers give you, as it is happening in the sharing economy: the credibility of a contributive peer would be guaranteed through what the P2P Foundation calls Feedback systems and peer-police

a strong structuration of products characteristics, allowing customers to personalize their choices according to their desire and constraints: such a “VRM+” system

Marketing would then be the art of being as high as possible in this ranking, as it is happening in SEO for search engines, but in this context of criteria explosion, marketing would then be the disciple of listening to customers’ wishes and aspiration needing an attention, in order to kick in the production or to adapt the following series.

3.2.2.4 Toward a possible equi-power

Such a system would tremendously re-configure the balance of power and tend toward a form of equi-power i.e. a social organization in which abuses of a “big” would be the potential object of a ranking sanction by the peers

self-regulative function

a form of economic Darwinism would let to conscious organization the right to curve their path toward a durable configuration in accordance with the social ecosystem.

the idea of equi-power is a form of homogenization of the social matter, in which the distortions in the balance of power would be compensated by the gathering of small forces sharing a common interest

Such a sanction systems, if successfully implemented, would make value-destructing businesses progressively decline and hopefully bankrupt,

long-term valuable strategic choice

long term satisfyingly high ranking

It would be utopic to think that the “being cool” marketing

would disappear, but marketers would have to make those two objectives compose together.

This social capital contagion is nevertheless a tool that would need to be controlled in its form of violence by extensive testings and iterations with forms of protections for the smallest peers, that is to say to keep this form of social violence to institutionalized, classic forms of businesses, clearly beyond the line of what should be acceptable in the global village.

the goal is here to create an artificial form of majority that is a self-censuring responsible behavior of corporations