MT Rainey's classic texts: Eating the Big Fish (by Adam Morgan)

Adam Morgan's Market Leader paper, 'Eating the Big Fish' (based on the bestseller) argues that brand leaders' dependency on familiarity and trust traps them into narrow data sets and category solipsism.

MT Rainey's classic texts: Eating the Big Fish - Adam Morgan

Read Adam Morgan's article Eating the Big Fish, Market Leader, 1999


Adam Morgan's 1999 book, on which this Market Leader paper is based, defined the zeitgeist of the age and made it more fun to work with challenger brands who, as Avis put it, were 'trying harder'. Attitude was part of the alchemy, but there was also a different approach to both product and marketing from conventional HBR-type thinking. Morgan created a meta-narrative out of these differences and prescribed a system...

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