How To Be A Pirate

Making waves in conservative organisations

Adam Morgan

Powerful Brands and particularly powerful challenger brands are built by people. Proprietary methodologies and unique brand frameworks may build disciplined brands , but the real impact is made by people and the decisions they choose to make in taking their brand to market. This article is about what it takes to be an intelligent pirate: what personal qualities and behaviours are required of an individual trying to drive change in a large, relatively conservative organisation.

Great brands are built by people

'It's more fun to be a pirate than to join the navy'

Steve Jobs