The document appears to be a series of tweets by John Willshire discussing various topics related to brands, marketing, and the social web. Some key points discussed include the potential differences between traditional marketing structures that may be more "dialectic" versus seeking consensus, versus social platforms being more "dialogic" in nature by allowing different ideologies to coexist. Willshire also discusses giving up certain things like perfectionism and control in order to embrace principles like fragmentation, cooperation, complexity, and experimentation in a modern marketing context.