The document outlines six habits or traits exhibited by highly effective practitioners of non-traditional media (NTM). These habits, called "The Vitals", include buying content rather than being sold to, integrating NTM with other media activities, building intellectual property, measuring both pre- and post-campaign performance through tracking hard business returns, and consulting brands on proactive activation solutions to grow audiences. The Vitals also apply to rights holders, with a focus on content creation, brand building, and measurement.