eatbigfish is a strategic consultancy with a single focus: challenger thinking and behaviour. Founded by Adam Morgan after he wrote Eating the Big Fish – the book that popularised the term ‘challenger brand’ – our company exists to study challenger behaviour and work with businesses who want to become challengers themselves. We work with our clients to apply current challenger methods to their own business – using our tools and processes to offer an exciting and proven alternative model for business strategy, brand development, marketing, innovation and organisational culture. Our philosophy, processes & tools are grounded in The Challenger Project – an evolving global study of the world’s most successful challenger brands and companies across all categories and industries. The insight we gain from this research has made us the world’s leading voice on challenger brands.