The document discusses shifting a company's culture from one focused on restrictions and control to one based on trust, openness and employee ownership. It starts with a comment suggesting rethinking an annual company event, though some felt that idea would not work. However, incremental changes were made through various mediums like emails, voicemails and posters to promote discussion and shift norms around what was considered "cool" and possible within the company. The goal was moving from a culture of stasis, scripted interactions and top-down policies to one of innovation, real conversations and empowering employees.