A wave of change is upon us. Social media and marketing automation provide new tools that create new relationships with brands. But, deceptively, the first wave in a tsunami is never the big one. Beyond digital media and social media, there is a third wave preparing to disrupt our concept of marketing. It’s a new wave of consumer expectation that will separate the innovators from the laggards in customer experience and emotional engagement. Ride the next wave of consumerism arising in the Participation Age. Using a metaphor for this new wave in business, Daniel explores the “Miracle of Kamaishi.”