The document discusses the changing nature of consumers and the need for companies to become "Conversation Managers". It argues that consumers today are post-modern nomads, empowered by technology, and reveal more of their emotions online. It advocates moving from advertising to activation by starting conversations and facilitating brand discussions. It outlines the philosophy of observing, facilitating, and joining online conversations as both a manager, brand and peer. The goal is to manage brand conversations rather than just broadcast messages.