Doc Searls walks through an interesting discussion of Independent Identity in Networked Markets. I definitely believe that the new market(ing) model on the Internet is going to swirl around his ideas of value constellations and identity. Traditional lead generation is having a great run on companies aggressive understanding that driving consumers to the Internet, where data aggregation and analysis is simple allows for real marketing ROI-type metrics and accountability.

However, the natural evolution is understanding how to work within your value constellation as a business to draw the “Intentions” of your consumer to your product or service. As Doc says, identity is a key part of that process because it shapes and segments the Intention you are trying to gain.

I think the close to actively attempt to create a system that leverages these concepts is Seth Goldstein’s group at /ROOT (blog).

(Via Doc Searl’s IT Garage.)