Most people have never heard of the Semantic Web, but it's coming soon - and likely to be as transformative for the way people do business as the World Wide Web was in the 1990s. Information, products and services will move from being 'pushed' by providers to being 'pulled' by customers. The Semantic Web has the potential to take about £2 trillion out of today's push-based economy. Pull is a visionary look at this future.