He wants us to replaces the good, old easy to memorize 5 P's (Product, Price, Place, Promotion and People)
with DI, SPS and C ,
where D=Data on I=Interaction and S=Stories on P/S=Products/Services brings in the C=Connection your can build on
Why Advertisers need to spin their yarn ...
(Author)ity: The Importance of Storytelling
by Simon Kelly on ADWEEK (25-June-2008)