The document discusses how traditional marketing is being destroyed by the social web. It notes that the social web allows everyone to potentially influence others and talk about products. It argues that traditional marketing no longer works and may actually hurt companies. The document recommends that companies see themselves not as sellers of products but as groups of individuals creating things that make people happy. It suggests companies should share what people are doing with their products and what inspires the company, and ask fans for feedback to continue improving. This allows people to want to follow the company and tell their friends about it.