Tom Fishburne, a consumer goods marketing expert who creates cartoons under the name Marketoonist, will explain how pet food ‘Davids’ can compete against Goliaths using innovation—or to remain innovative Davids even within a larger, Goliath-like pet food company. He will share tips for transforming ideas into new products and ways to build a culture that champions creativity. These elements are particularly important in a highly competitive market like pet food. In the presentation, Fishburne will also use his cartoons to illustrate important concepts for innovation.