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We know challenger brands better than anyone. We know what drives them, what makes them tick and what enables them to beat the odds. We believe challengers have a mindset and set of behaviours that that we can all learn from, regardless of whether you're a plucky start-up or a global conglomerate. In a complex, challenging and chaotic world, we help our clients succeed by enabling them to be more challenger.

 
 
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Why challengers?

Challenger brands move things forward. They have ideas, opinions and a distinctive point of view. They get noticed. They get famous. They change how we see the world. And they represent some of the fastest-growing companies on Earth. That's why they're our obsession.

 
 
 
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How we work


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We act as catalysts rather than as traditional consultants, helping clients to reach their own solutions.

Catalysts, not consultants

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We work with cross-functional client teams to enable a common sense of purpose and ownership.

Cross-functional teams

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We believe ideas and strategy should travel together. Our process is action focused to bring the strategy to life.

Ideas and strategy


Companies we've worked with


 
 
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The Challenger Project: An evolving study into how challengers succeed.

Business never sits still. You go to bed believing you understand it one day, and wake up to an entirely new reality the next. For this reason, our commitment to understanding challengers has to be an ongoing one. The Challenger Project is our ongoing source of inspiration, knowledge and expertise.

Visit The Challenger Project ⟶

 

Latest from The Challenger Project


INTERVIEW / HEIST

Heist CEO: ‘We’re building the Nike of underwear’

INTERVIEW / FORM

Making the competition irrelevant with the co-founders of Form

OPINION / ADAM MORGAN

Purpose: It works in practice, but does it work in theory?