The document discusses how marketing is shifting from advertising messages to focusing on the actual product experience and conversation. It argues that remarkable products can use advertising transparently while average products use it as a smokescreen. Innovation, digital technology, design, and co-creation are becoming more important than advertising alone. Marketing is also shifting from useless messaging to providing useful services and solutions that add value to people's lives. This requires synchronizing R&D, marketing, and communications in a more collaborative way.