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The Conversation Economy.

Posted by: Bruce Nussbaum on March 13, 2007

I’m spending way too much time with John Battelle’s series on the rise of the Conversation Economy—his next book as it turns out. Part Three discusses how to create a business model around conversations taking place online. If, as Battelle argues, conversation is the new content, how do you monetize it? Put another way, what is the role of advertising in a conversational media?

Battelle suggests bringing advertisers directly into the conversation, not just have them on the sidelines. So a company might ask people talking about innovation, for example, what they want in a new gizmo. We see this already happening in bits and pieces. Companies are allowing consumers to do their advertising for them. They’re throwing contests to get input on new products.

It’s a very different approach than creating content and selling the space around it to advertisers.

Folks, this is a BIG idea. The conversation economy.



Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.

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