Never has there been a time more relevant for marketers to understand how to harness participation. Companies that focus on motivating individuals to participate with their brand will communicate more fluidly with customers and employees, add more value to both, and compete more effectively in today’s connected world. But doing so will require a new philosophy and new methods. The old, traditional tools originally developed for broadcast mediums, are no longer effective. This new philosophy begins with a fresh start for marketing basics and is a complete mindset shift in how companies and marketers view their world. In 2007, when I left HP and began the Participant Marketing journey, I had no idea just how many instances of participation would reveal themselves, and continue to do so. I will highlight these as I encounter them, and encourage you to participate with me on the journey.