The document discusses 3 skills needed to succeed in the digital landscape: 1) storytelling, which involves telling your organization's story and individual project stories, 2) urban development, which is about building a tribe or community by understanding different social ecosystems, and 3) digital arson, calling people to action by knowing different types of community members like followers, fans, and catalysts and telling them what you want. It provides examples and tools for each skill and closing thoughts on allowing experimentation, focusing on execution over strategy, and converting digital tourists to digital natives in digital strategy.