The document discusses shift happening in relation to a situation in the east. It presents a plan with three options: proceed as planned, modify the plan, or rethink the plan. The rest of the document provides context on collaborating like geese, developing a road map for new product development, and details on over 150 engagements in the east related to production, product development, research, prototyping, web development, and events. It questions whether shift has happened according to the original plan.