The document discusses how companies need to keep up with an increasingly digital world where customers have more information and power. It argues that four forces - digital sensors, pervasive memory, social influence, and the physical web - are making customers smarter and more demanding. It claims companies that ignore these forces and fail to innovate risk becoming "stupid" compared to their customers. Instead, "smart companies" leverage these forces to better serve customers through breaking down silos, using customer data, and prioritizing excellent customer experiences.