Behind the scenes – Middle East Cognos 10 launch

Snow. Massive amounts of snow. And it’s really cold. Hmm…Do I really want to leave here? Greetings from Dubai airport. My colleague and I are stuck here right now. Most flights to Europe are delayed due to winter weather. Oh well….the joys of traveling. But this trip was really worth it. We just finished a three-country tour through the Middle East for the Cognos 10 launch. Three days, three cities. Three amazing launch events in Dubai, Qatar and Kuwait. Some of the customers I talked to were wondering what it was like to execute such an event series. Well, here is a little peak behind the scenes.

The amount of work that goes into these large customer events is crazy. Our great marketing teams spend a lot of time arranging locations, speakers, food, drinks and inviting customers etc.. Luckily, I hardly ever get involved in these activities. But let me say that much: I admire my colleagues for consistently doing an amazing job. It really makes a difference. I get to focus on the content and the presentation delivery.

For this particular event series, we had to leave Munich on Saturday evening to get to Dubai in time. The first event started on Monday. Getting up in a new time-zone always hurts on the first day. And so day after day we rush out to the event location early in the morning to setup the room, prepare the laptop, make sure that all the demos are working, check the microphones, upload additional presentations from other speakers etc.. I am always amazed at how much can go wrong with these type of events: The demo that worked in the morning suddenly stops working. The laptop shuts down without notice. The beamer does not receive a signal. Murphy’s Law?

The event in Dubai was a success but I am tired after delivering three presentations. Right after lunch, our team of close to ten people rushed to break down all the banners, pack up brochures, badges, lists etc.. Then off to the airport with a ton of extra luggage in hand. A few hours later, we sit down in Qatar for a quick debrief and discussion of the next event. There is always some tweaking that needs or should happen. Every country is different. Cultures are different. Audiences are different. There is no one-size fits all. Each and every presentation needs to be customized.

The next morning looks similar. Setup at the hotel around 8am, preparations and then another round of three presentations with a few breaks between. Before heading off to the airport with all our extra luggage, a journalist from the Qatar Tribune comes over for a quick interview about the launch. We finally arrive at our hotel in Kuwait around 9pm. Quick shower than out for a quick team dinner at a local place. Back at the hotel I can’t remember my room number and head back down to the reception. Long day.

The 7am wake up call feels like a scene from the movie Groundhog Day. Shower, pack, quick breakfast, taxi to event location, setup the laptop, discussions with the local team and a quick cup of java. As much as most of this is really busy routine work, I always get excited when the event finally starts. Presenting our products and talking to customers is a privilege and it is a lot of fun. Luckily, the Kuwait event was very special again. The audiences in all three countries were great. Unfortunately, I had to leave for Dubai right after the final presentation. On the way to the airport, my colleague noticed that the cab driver was falling asleep. So we engaged him in a discussion even though he did not speak a word of English. The surprises never end. Check-in at the Air Kuwait counter and then a quick snooze on the plane.

Waiting for the flight

8pm…I am checking into my hotel room in Dubai. 8:01pm….I am checking out my mind but I am very grateful for four special days with amazing colleagues & customers. But everything seems like a blur now. Too many impressions to process at this point. But it feels good.

Some final statistics:
Days: 4.5
Total travel time: 32h
Presentations: 8
Tired: Yes!

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