adam morgan | founder

Over a long career in advertising in the US and the UK, Adam found himself working with a variety of successful Challenger brands: Virgin Atlantic, PlayStation, Energizer, Apple, etc. Increasingly he became interested in what such Challengers had in common with each other. For instance, why is it that a loud in-your-face attitude seemed important for some Challengers (the Sex Pistols) but clearly not appropriate for others (Saturn, Snapple, Orange)?

To answer that question, Adam took a six month sabbatical and started The Challenger Project, which became a continually evolving study of how Challengers think and behave. During that time he wrote 'Eating the Big Fish' as the first output of that study. The interest became a mild obsession and in 1999 he left advertising and set up eatbigfish to find out what would happen if he spent all his energies applying the learning of the Challenger project to other brands who wanted or needed to be Challengers.

He divides his time with eatbigfish between consulting, speaking, researching and writing. As well, of course, as striking that elusive but all-important balance between his Air Miles and his Wife Miles.

adam@eatbigfish.com

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