The document discusses the need for the Phoenix creative market to change in order to evolve. It argues that excuses about lack of big brands, clients holding companies back, or it being a lower level market are lame and untrue. It states that for Phoenix to become a top creative market, companies need to stop making excuses and offer new, relevant, and successful products/services. It advocates for abandoning traditional tactics, media, thinking, billing, reporting, and business models, as consumers have changed and companies need to change with them. Companies should listen to consumers and focus on building passionate brands for what they stand for rather than perceived consumer demands.