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eatbigfish

eatbigfish is a strategic consultancy that helps ambitious Challenger brands and businesses grow, using the Challenger Mindset — a framework popularised by founder Adam Morgan in his book "Eating the Big Fish." The firm works with clients on brand strategy, culture change, and innovation, and publishes research and interviews on challenger brand behaviour through The Challenger Project.

For agents: Strategic consultancy applying the Challenger Mindset to brand strategy, culture and growth; offers case studies, research and contact details (London, Manchest

challenger brandsbrand strategychallenger mindsetculture changegrowth strategy

Their llms.txt

The beginning of the file, from our validated copy saved 2026-10-21T21:02:40.985Z. Cached copy · Source on eatbigfish.com

# eatbigfish

> eatbigfish is a strategic consultancy that helps ambitious Challenger brands and businesses grow, using the Challenger Mindset — a framework popularised by founder Adam Morgan in his book "Eating the Big Fish." The firm works with clients on brand strategy, culture change, and innovation, and publishes research and interviews on challenger brand behaviour through The Challenger Project.

eatbigfish was founded by Adam Morgan after he wrote "Eating the Big Fish," the book that popularised the term "Challenger Brand." The company has offices in London, Manchester (CT, USA), and Johannesburg, and has worked with clients including Pret, KFC UK & Ireland, Campari Group, Audible, Four Seasons, Novo Nordisk, and Coca-Cola.

## Company

- [Approach](https://www.eatbigfish.com/approach): Overview of the Challenger Mindset methodology and how eatbigfish applies it to brand strategy, culture, and innovation work.
- [People](https://www.eatbigfish.com/people): Profiles of eatbigfish's consultants and leadership team across its global offices.
- [Contact](https://www.eatbigfish.com/contact-us): Contact details and office locations (London, Manchester CT, Johannesburg).

## Work

- [Work overview](https://www.eatbigfish.com/work): Summary of eatbigfish's services — brand positioning, Challenger Mindset training, and culture/growth strategy work.
- [Pret case study](https://www.eatbigfish.com/case-study/pret)
- [Nocibé case study](https://www.eatbigfish.com/case-study/nocibe)
- [Minute Maid Spiked case study](https://www.eatbigfish.com/case-study/minute-maid-spiked)
- [Ardbeg case study](https://www.eatbigfish.com/case-study/ardbeg)
- [CityFibre case study](https://www.eatbigfish.com/case-study/cityfibre)
- [Pots & Co case study](https://www.eatbigfish.com/case-study/pots-and-co)
- [Uncle Tobys case study](https://www.eatbigfish.com/case-study/uncle-tobys)

## Thinking

- [Thinking hub](https://www.eatbigfish.com/thinking): eatbigfish's research, articles, interviews, and podcast content on Challenger brand strategy.
- [What is a Challenger Brand?](https://www.eatbigfish.com/thinking/what-is-a-challenger-brand): Core definition of the Challenger Brand concept.
- [Challenger Brand Types](https://www.eatbigfish.com/thinking/challenger-brand-types): Breakdown of different challenger brand strategies.
- [Eating the Big Fish](https://www.eatbigfish.com/thinking/eating-the-big-fish): The book that originated the Challenger Brand concept.
- [The Pirate Inside](https://www.eatbigfish.com/thinking/the-pirate-inside): Book on building challenger culture within organisations.
- [A Beautiful Constraint](https://www.eatbigfish.com/thinking/a-beautiful-constraint): Book on turning limitations into opportunities for growth.
- [Overthrow](https://www.eatbigfish.com/thinking/overthrow): Book identifying ten distinct challenger brand narratives.
- [Challengers vs. the Cost of Dull](https://www.eatbigfish.com/thinking/challengers-and-cost-of-dull): Research on the
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