Eating the Big Fish

Innovation in business strategy is as important in product design.  Adam Morgan isolates many examples to illustrate his key theme: that challenging market dominance works and small brands can topple big brands if they take a systematically different approach to strategy.

This is the story of an experiment. It was named The Challenger Project and it was an attempt to find a coherently different way of thinking about strategy for a number two (or three or four) brand. The aim was then to translate that overall thinking into a new kind of strategic process, a piece of strategic software, metaphorically speaking, that could be run by a brand or company wishing to challenge a bigger brand or business.

The initial premise of the experiment was this: from the perspective of a second-rank brand, the marketing world has long been making three fundamental mistakes.