Gonzo Marketing

Thank you St. Louis County Library.  Found a golden quote on only the second page of the introduction:

While the Internet may have convinced some businesses to think "out of the box," most are still not even sure what box they're in, much less which way to turn for emergency egress. If some unprincipled individual were to yell "fire!" right about now, the entire edifice of global commerce might suddenly collapse.

(From "Gonzo Marketing" by Christopher Locke)

What box is the church in?  How do we get out of it?