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‘MARKETOONIST’
IN the
middle east!

“Innovation Worth sharing:
Beyond New and Improved”
BY TOM FISHBURNE
‘The Marketoonist’
Venue: The Turf Club, Meydan Grand Stand,
	
Meydan Hotel, Dubai, UAE.
Date: 27th to 28th November 2012

Brought to you by:
Rationale:
Every year brings a staggering amount of
new product introductions, yet most are
not very different from what is already in
the market. The world doesn’t need yet
another me-too new product. No wonder
new product failure rates are higher than
90%. Marketing spend can no longer save a
mediocre brand.
The goal of the workshop is to inspire participants to create innovation with a meaningful point of difference.
Over two days, we will use cartoons, visual storytelling, interactive exercises, and
thought-provoking case studies to learn to
create killer ideas and overcome idea
killers.
WHO SHOULD
ATTEND...
•	
•	
•	

People in any part of a business that interact with or ‘touch’ a product
or service and bring it to life for the consumer.
People in those companies and teams that are striving to differentiate themselves in a crowded and competitive marketplace.
Anyone who actively seeks out innovation in every aspect of their lives
- whether personal or professional.

This program will help YOU find new ways to establish a sustainable
competitive advantage

WhY YOU
should attend...

Key Learning Benefits of attending this workshop are:
1.	
2.	
3.	
4.	
5.	

Learn how to create ideas with a meaningful point of difference
Learn how to inspire others with the purpose of your ideas
Learn how to bring ideas to life with a diverse team
Learn how to overcome idea killers
Learn how to tell a compelling innovation story
DAY 1

FROM THE START

“Creating Killer Ideas”
Learning Objective:

There has never been a better time for marketers with a story to share.  Yet most
innovation is not worth sharing.  In the first day, we will understand the characteristics of remarkable innovation and what counts as a meaningful point of difference. 
The most remarkable innovation starts with an inspired purpose, a narrow target
audience, and intelligent naiveté that challenges the status quo. Together we will
develop ideas which impact beyond features and benefits.

Modules:
1.	
2.	
3.	
4.	
5.	
6.	

What Makes A Killer Idea: Characteristics of a meaningful point of difference and the
causes of mediocre innovation
Starting With Purpose: Importance of answering the ‘why’ and not just the features and
benefits
Finding Your Niche: Importance of a focused target market
Breaking The Rules Of The Category: Importance of intelligent naiveté and questioning
the status quo
Making Your Users Awesome: Impact of innovation on your consumers
Communicating Without Camouflaging: Limitations of Power Point

Bring one or two product ideas and we’ll take those
to the next level!!
DAY 2

AFTER THE BRAINSTORM

“Overcoming Idea Killers
to BRING Ideas TO LIFE”
Learning Objective:

The creative process shouldn’t end after the brainstorm, yet ideas are often
watered down in the process of bringing them to life. In the second day, we
will discuss how to bring ideas to life and overcome idea killers, which takes
the collective effort of all functional areas that touch a product.

Modules:
1.	
2.	
3.	
4.	
5.	
6.	
7.	
8.	

What Are The Idea Killers: Challenges that get in the way to bringing
an idea to life
David Within Goliath: Challenger brand thinking and standing up for
the idea
We All Work In Marketing: Different ways to work with cross-functional teams to manage ideas
The Abominable “No” Men: The ways to overcome the objections of
gatekeepers
The Last Mile: The power of hidden allies in launching an idea
Always In Beta: An agile development approach to innovation
Telling The Story: Lesson on the power of storytelling for innovation
Inspiring Social Media: Lesson on how innovation can inspire social
media

“EVERYONE IN THE COMPANY
WORKS IN MARKETING!”
WHO IS THE ‘MARKETOONIST’?
“I draw cartoons
inspired by my
business life.”

Tom Fishburne started drawing cartoons on the back of business cases as a student
at Harvard Business School. Fishburne’s cartoons have grown by word of mouth
to reach 100,000 marketers every week and have been featured by the Wall Street
Journal, Fast Company, Forbes and the New York Times.

Fishburne draws from 16 years in the marketing and innovation trenches in the US
and Europe, most recently as a VP at Method Products, named “the 16th most innovative company in the world” by
Fast Company.
Fishburne is the founder and CEO of Marketoon Studio, a cartoon studio that develops visual content marketing,
websites and interactive campaigns for businesses such as Unilever, Nestle, Electronic Art, O2, General Mills, Kronos, and the Wall Street Journal.
What propels Fishburne’s cartoons is a
belief that business is the single great
agent of change. He believes that David can triumph over Goliath, and that
organizations don’t have to be small to think like David. Fishburne champions
remarkable innovation as the process of bringing ideas to life without a thousand
cuts and that the creative process shouldn’t end after the brainstorm. He advocates that marketing starts from within, and that social media starts with a social
mission.
Fishburne writes, consults, and speaks about business creativity, innovation,
and marketing using cartoons and case studies to help tell the story. His talk at
South-by-Southwest was named the third best of the conference out of 500.
Fishburne delivers his message with a unique blend of humor and insight.

“If a picture tells a thousand words, a cartoon
tells a thousand boring
Power Point slides”.
“He brought down the
house! His cartoons not only
engaged and amused, but
landed important lessons that
stuck with people long after
the day was done.”
Jennifer Nelson, Johnson
& Johnson

“...struck a chord among the
eclectic mix of software developers, marketers, artists,
PR pros and others attending.” South- by-Southwest

“…through the use of
insightful, clever cartoons,
Tom showed that being
a challenger is a taste of
mind, not a state of market.
His engaging style coupled
with real life practical
experience made for a
truly inspirational dialogue.”
Patricia Erb, Nestle Purina PetCare

“His humor combined with
real-life examples resonated
with the audience, despite
the fact that we had scientists and researchers as
well as management and
marketing executives...”
GOED

“…to sum up in a
word, it was inspiring”
Phil Edelston, Dylan

““...we chose to have him as our keynote speaker at Think Branding (our annual thought
leadership event for brand marketers) as we loved his work and thought he would be excellent
at conveying our message about how to engage with consumers when building brands online...
Tom was one of our highest rated speakers, he not only delighted and engaged our audience,
but also left them with insightful and clear takeaways that they could apply to their business...
Besides his strong content, Tom was an absolute pleasure to work with - he was very thoughtful
about building his content, worked closely with us on developing a story and went above on
beyond letting us use his marketoons. I and the rest of the Think team (at Google) cannot recommend Tom enough.”
Sarah Neels, Google Inc.
HOW TO
REGISTER?
COURSE FEE

US$ 3,358
SAVE US$ 592 (15%)

US$ 3,950

GROUP DISCOUNTS
Register 5 seats and get 1 Free
Register 10 seats and get 2 Free

+971 4 4239073

info@thetraininghotline.com
www.thetraininghotline.com

+971 4 4225835

The Training Hotline FZ- LLC.
P.O. Box – 502221
Dubai, U.A.E.
ABOUT THE COMPANY
Training Hotline is a Training & Development company based in Dubai Knowledge Village with a
unique philosophy and approach.
Our vision is to help bring balance & order to those organizations & teams that find themselves in
need of a bit of both... either because their people need new competencies to ensure the survival of
the organization in a competitive marketplace, or because the company is entering in to new areas
of business that require a different skill set than in the past.
We are a Training Hotline - which means we LISTEN to our clients, and then respond to their stated
& unstated needs through cutting edge custom-built programs that are designed to really move the
needle, whether it be in the area of Company Culture modification, Vision & Values roll-outs, Sales & Marketing training,
Soft-Skills training or other areas.
Operating across Africa, Middle East & Asia, we focus on providing unique training & development opportunities through
a roster of powerful & innovative speakers and trainers, as well as building an accredited vocational training program to
address growing needs in the region.

“PAY IT FORWARD!”
“No one has ever become poor by giving” -Anne Frank
Every person and company that participates in a Training Hotline event is “paying it forward!”. We pledge 5% of our profit
to the charities listed below. We leave the choice to YOU. When booking an event or participating in our sponsorship
program, simply tick the box of the charity of Your choice – you’ve paid it forward!.

☐ Dubai Cares
☐ The Box Appeal
☐ World Wide Fund for Nature (WWF)
☐ Humanitarian Appeals (As per the need of the Day)
NOTES:

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Brochure for Marketing workshop in Dubai

  • 1. ‘MARKETOONIST’ IN the middle east! “Innovation Worth sharing: Beyond New and Improved” BY TOM FISHBURNE ‘The Marketoonist’ Venue: The Turf Club, Meydan Grand Stand, Meydan Hotel, Dubai, UAE. Date: 27th to 28th November 2012 Brought to you by:
  • 2. Rationale: Every year brings a staggering amount of new product introductions, yet most are not very different from what is already in the market. The world doesn’t need yet another me-too new product. No wonder new product failure rates are higher than 90%. Marketing spend can no longer save a mediocre brand. The goal of the workshop is to inspire participants to create innovation with a meaningful point of difference. Over two days, we will use cartoons, visual storytelling, interactive exercises, and thought-provoking case studies to learn to create killer ideas and overcome idea killers.
  • 3. WHO SHOULD ATTEND... • • • People in any part of a business that interact with or ‘touch’ a product or service and bring it to life for the consumer. People in those companies and teams that are striving to differentiate themselves in a crowded and competitive marketplace. Anyone who actively seeks out innovation in every aspect of their lives - whether personal or professional. This program will help YOU find new ways to establish a sustainable competitive advantage WhY YOU should attend... Key Learning Benefits of attending this workshop are: 1. 2. 3. 4. 5. Learn how to create ideas with a meaningful point of difference Learn how to inspire others with the purpose of your ideas Learn how to bring ideas to life with a diverse team Learn how to overcome idea killers Learn how to tell a compelling innovation story
  • 4. DAY 1 FROM THE START “Creating Killer Ideas” Learning Objective: There has never been a better time for marketers with a story to share.  Yet most innovation is not worth sharing.  In the first day, we will understand the characteristics of remarkable innovation and what counts as a meaningful point of difference.  The most remarkable innovation starts with an inspired purpose, a narrow target audience, and intelligent naiveté that challenges the status quo. Together we will develop ideas which impact beyond features and benefits. Modules: 1. 2. 3. 4. 5. 6. What Makes A Killer Idea: Characteristics of a meaningful point of difference and the causes of mediocre innovation Starting With Purpose: Importance of answering the ‘why’ and not just the features and benefits Finding Your Niche: Importance of a focused target market Breaking The Rules Of The Category: Importance of intelligent naiveté and questioning the status quo Making Your Users Awesome: Impact of innovation on your consumers Communicating Without Camouflaging: Limitations of Power Point Bring one or two product ideas and we’ll take those to the next level!!
  • 5. DAY 2 AFTER THE BRAINSTORM “Overcoming Idea Killers to BRING Ideas TO LIFE” Learning Objective: The creative process shouldn’t end after the brainstorm, yet ideas are often watered down in the process of bringing them to life. In the second day, we will discuss how to bring ideas to life and overcome idea killers, which takes the collective effort of all functional areas that touch a product. Modules: 1. 2. 3. 4. 5. 6. 7. 8. What Are The Idea Killers: Challenges that get in the way to bringing an idea to life David Within Goliath: Challenger brand thinking and standing up for the idea We All Work In Marketing: Different ways to work with cross-functional teams to manage ideas The Abominable “No” Men: The ways to overcome the objections of gatekeepers The Last Mile: The power of hidden allies in launching an idea Always In Beta: An agile development approach to innovation Telling The Story: Lesson on the power of storytelling for innovation Inspiring Social Media: Lesson on how innovation can inspire social media “EVERYONE IN THE COMPANY WORKS IN MARKETING!”
  • 6. WHO IS THE ‘MARKETOONIST’? “I draw cartoons inspired by my business life.” Tom Fishburne started drawing cartoons on the back of business cases as a student at Harvard Business School. Fishburne’s cartoons have grown by word of mouth to reach 100,000 marketers every week and have been featured by the Wall Street Journal, Fast Company, Forbes and the New York Times. Fishburne draws from 16 years in the marketing and innovation trenches in the US and Europe, most recently as a VP at Method Products, named “the 16th most innovative company in the world” by Fast Company. Fishburne is the founder and CEO of Marketoon Studio, a cartoon studio that develops visual content marketing, websites and interactive campaigns for businesses such as Unilever, Nestle, Electronic Art, O2, General Mills, Kronos, and the Wall Street Journal. What propels Fishburne’s cartoons is a belief that business is the single great agent of change. He believes that David can triumph over Goliath, and that organizations don’t have to be small to think like David. Fishburne champions remarkable innovation as the process of bringing ideas to life without a thousand cuts and that the creative process shouldn’t end after the brainstorm. He advocates that marketing starts from within, and that social media starts with a social mission. Fishburne writes, consults, and speaks about business creativity, innovation, and marketing using cartoons and case studies to help tell the story. His talk at South-by-Southwest was named the third best of the conference out of 500. Fishburne delivers his message with a unique blend of humor and insight. “If a picture tells a thousand words, a cartoon tells a thousand boring Power Point slides”.
  • 7. “He brought down the house! His cartoons not only engaged and amused, but landed important lessons that stuck with people long after the day was done.” Jennifer Nelson, Johnson & Johnson “...struck a chord among the eclectic mix of software developers, marketers, artists, PR pros and others attending.” South- by-Southwest “…through the use of insightful, clever cartoons, Tom showed that being a challenger is a taste of mind, not a state of market. His engaging style coupled with real life practical experience made for a truly inspirational dialogue.” Patricia Erb, Nestle Purina PetCare “His humor combined with real-life examples resonated with the audience, despite the fact that we had scientists and researchers as well as management and marketing executives...” GOED “…to sum up in a word, it was inspiring” Phil Edelston, Dylan ““...we chose to have him as our keynote speaker at Think Branding (our annual thought leadership event for brand marketers) as we loved his work and thought he would be excellent at conveying our message about how to engage with consumers when building brands online... Tom was one of our highest rated speakers, he not only delighted and engaged our audience, but also left them with insightful and clear takeaways that they could apply to their business... Besides his strong content, Tom was an absolute pleasure to work with - he was very thoughtful about building his content, worked closely with us on developing a story and went above on beyond letting us use his marketoons. I and the rest of the Think team (at Google) cannot recommend Tom enough.” Sarah Neels, Google Inc.
  • 8. HOW TO REGISTER? COURSE FEE US$ 3,358 SAVE US$ 592 (15%) US$ 3,950 GROUP DISCOUNTS Register 5 seats and get 1 Free Register 10 seats and get 2 Free +971 4 4239073 info@thetraininghotline.com www.thetraininghotline.com +971 4 4225835 The Training Hotline FZ- LLC. P.O. Box – 502221 Dubai, U.A.E.
  • 9. ABOUT THE COMPANY Training Hotline is a Training & Development company based in Dubai Knowledge Village with a unique philosophy and approach. Our vision is to help bring balance & order to those organizations & teams that find themselves in need of a bit of both... either because their people need new competencies to ensure the survival of the organization in a competitive marketplace, or because the company is entering in to new areas of business that require a different skill set than in the past. We are a Training Hotline - which means we LISTEN to our clients, and then respond to their stated & unstated needs through cutting edge custom-built programs that are designed to really move the needle, whether it be in the area of Company Culture modification, Vision & Values roll-outs, Sales & Marketing training, Soft-Skills training or other areas. Operating across Africa, Middle East & Asia, we focus on providing unique training & development opportunities through a roster of powerful & innovative speakers and trainers, as well as building an accredited vocational training program to address growing needs in the region. “PAY IT FORWARD!” “No one has ever become poor by giving” -Anne Frank Every person and company that participates in a Training Hotline event is “paying it forward!”. We pledge 5% of our profit to the charities listed below. We leave the choice to YOU. When booking an event or participating in our sponsorship program, simply tick the box of the charity of Your choice – you’ve paid it forward!. ☐ Dubai Cares ☐ The Box Appeal ☐ World Wide Fund for Nature (WWF) ☐ Humanitarian Appeals (As per the need of the Day)