From the article on Fast Company:

At the heart of the manifesto is a simple but radical proposition: The interconnection of hundreds of millions of people via the Web doesn’t represent just another sales channel ( e-commerce ) or merely another opportunity to do the same work faster ( email ). Rather, it offers the potential to reframe some fundamental questions about business. Don’t just ask, “How should our company interact with its customers?” Ask instead, “How can our people join conversations about products, markets, and value that are already taking place?” Don’t just ask, “How can we get the most out of our people?” Ask instead, “What can we do to help our people identify and work with potential customers?”