Title: Eating the Big Fish by Adam Morgan (second edition)
Author: Adam Morgan
Published by: Wiley
Reviewed by: Paul Cash, CEO, Hurricane
This is one of the few business books that is like spooning your way through Ben & Jerry’s ice-cream. In fact its more than a book; it’s a way of life for the rebels and the revolutionaries amongst us, for the market makers and the ground breakers, to what Morgan describes so poetically as Challenger Brands. Following on from his highly acclaimed first edition, Morgan takes us on a journey of discovery, helping us re-familiarise with his original concepts and injecting new ideas to keep us flicking the pages.
Morgan’s books on Challenger brands have formed a solid backdrop for B2C consumer brands for over a decade and his second edition has over 30 new examples to add new colour and depth to the challenger landscape. My honest opinion is that if B2B challenger brands really want to be successful then 90 per cent of what’s in this book is highly relevant and inspiring. But the great thing about this book is that it’s not just for start-ups, market makers or early growth companies, it’s a book that when you read it opens your eyes to creating innovation and stand out within your own company. And let’s face it, that’s pretty much all of us.
Morgan has developed and fine-tuned what he calls ‘the eight creeds of challenger brands’. They are:
1. Intelligent naivety
2. Building a Lighthouse identity
3. Take thought leadership of the category
4. Create symbols of re-evaluation
5. Sacrifice
6. Over commitment
7. Using communications and publicity
8. Become Idea, not customer centered
It’s full of flavour, packed with nuggets as well as being pragmatic and inspiring. In fact, I guarantee that if you read this book you will be desperate to bring some of his challenger thinking into your business.
This isn’t a book you read, it’s a book you devour.
