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,...