The document discusses the shift from conventional marketing to innovation marketing. It notes that prior to the new millennium, industries focused on owning verticals and diversifying existing product lines. However, as goods became commoditized, growth plateaued. New innovators like Nike, Hyatt Hotels, and Airbnb disrupted their industries by introducing new digital innovations and business models without owning assets. Today's consumers are empowered by new media, so marketing should also empower people through organic choices rather than conventional tactics. The document advocates for marketing approaches that think like marketers, behave like entertainers, and move like tech startups using agile execution, measurement, and improvement.