Posted by Lola Olateju, Content Marketing Specialist On Monday, our Global CEO Daina Middleton came to the Chicago HQ to share some fundamental thoughts on her new book: Marketing in the Participation Age: A Guide to Motivating People to Join, Share, Take Part, Connect and Engage. We shared this event live on twitter (@Performics) using the hashtag #ParticipationAge. It was an engaging discussion, beginning with her history of writing this book – she started it when working with HP back in 2005. After identifying several integration points for a product launch meeting, her list of attendees grew to about 60 people. She began to realize that the traditional marketing tools were becoming obsolete, and that in the evolution of consumer sophistication the approach required a new framework. As Middleton showed us how we are moving from the old marketing mindset namely “persuasion” to the current status of “participation” she asked Performics’ staff have you thought about what this looks like in your life as a marketer? How do you pursue a participation way of thinking? She encourages staff to refer to her framework that “predicates action” (while it looks like a formula, Middleton says a framework is a more apt description), D+E+C=P2. By following this framework, we are engaging the participation model and reaching our goal to be the best marketers. After Daina was finished, Performics as a whole better recognizes the change that is happening in the marketing community. Brands no longer push marketing messages to consumers. Rather, consumers seek to participate in interactions with brands and like-minded peers. For more details, read the book: Marketing in the Participation Age: A Guide to Motivating People to Join, Share, Take Part, Connect and Engage. We know we will. Each staff member received a complimentary, signed copy after Daina’s discussion! Have any questions about what the Participation Way looks like in your marketing strategy? Ask your Performics team contact how we can amplify participation and performance for your organization.