What’s makes a revolution?

The Beatles sang many years ago, “You say you want a revolution…”. But what, I wonder, exactly is a revolution?

I was challenged to consider the idea because in fact, Comodo is launching a revolution with a new service called UserTrust (www.usertrust.com) , “Well”, I think to myself in a moment of wistful distraction  – “a revolution – how fun. Where’s the vodka we surely must be allowed to swill in boisterous bouts of revolutionary fervor.” But then I was drawn back to the task at hand as I was drafting the materials for this launch (I promise – no posters saying “down with eCrime). I was driven to seriously define what would qualify for a revolution – especially in the online world.

Revolution – ala wikipedia,

  A revolution (from the Latin revolutio, “a turnaround”) is a significant change that usually occurs in a short period of time. Revolutions have happened throughout human history and vary widely in terms of methods, duration, motivating ideology, and the number of participating revolutionaries. Their results include major changes in culture, economy, and sociopolitical institutions.Scholarly debates about what does and does not constitute a revolution …

Ok – so how does revolution translate to the online world where identities can be cloaked and people have limited ways to authenticate who they do business with?   

The revolution in the online world is about being able to take the guesswork out when doing business online. It’s about creating transparency when the very nature of the Internet is to hide behind an IP address. The revolution in the online world would mean that you could go online and know who an eMerchant is and what they are going to do. A revolution called The Trusted Internet.  

I could see the headlines …  

“Viva la Trusted Internet”

“I have but one PC to give, let me give it for a Trusted Internet”

“Give me a Trusted Internet or give me death”  

So that’s the revolution I get to help launch.   It’s a revolution that changes nothing less than who we trust online and why we trust them.  

All revolutions need technology to help propel them and this revolution deserves nothing less. The technology we are launching is a new feedback and rating platform called UserTrust. On the surface, it is a powerful free technology platform eMerchants can use to collect and manage feedback. The eMerchants get to leverage the power of viral marketing (having customers as advocates). Online visitors get unbiased information about who to trust and why.  

But here’s where the real revolution starts. eMerchants can’t pay for this platform – it is free and because of that it takes any potential conflict of interest out of the equation. Imagine if we charged for the platform like all other providers. Then if an eMerchant didn’t like the results, we would have to do what we could to keep that customer happy. Take the money out of the equation and you create a revolution because you create the first unbiased system where accountability is driven by an eMerchants performance – not by how much they are willing to pay.  In this system, eMerchants that can thrive under the light of unbiased customer feedback will grow while other less reputable merchants will wither under the glare (thankfully). 

“You say you want a revolution … well you know … we all want to change the world…” That’s a revolution I can believe in.  

Judy Shapiro


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