The document discusses the problem of "Bright + Shiny Object Syndrome" (BSOS) among marketers, where they become addicted to the latest buzzwords and technologies without properly understanding them or how they fit clients' needs. It presents symptoms of BSOS like an insatiable desire to sell the newest things and a disregard for research. As a result, marketers with BSOS are unable to effectively guide clients. The document recommends marketers practice empathy, understanding, and openness by doing their own research on technologies, learning by doing, sharing knowledge, and truly understanding people and ecosystems rather than viewing marketing as individual products.