Adam Morgan

Adam Morgan is a brand strategist and author who specialises in helping organisations compete successfully against market leaders. His groundbreaking book "Eating the Big Fish" has sold over 60,000 copies worldwide and been translated into eight languages, establishing him as the leading authority on challenger brand strategy. He founded the Challenger Project in 1997, conducting ongoing research into how brands break with convention to outperform larger competitors, and has since advised global clients including PepsiCo, Audi, and London 2012. Through dynamic workshops and keynote presentations, Adam equips leadership teams with proven tactics to reinvent their market position, challenge industry assumptions, and unlock competitive advantage that drives measurable business growth.

After establishing the Challenger Project in 1997, Adam Morgan transformed a research initiative into a global movement that redefined how organisations compete against market leaders. His decision to leave advertising and focus entirely on challenger brand strategy created a new discipline within business thinking, one that has influenced companies across continents and industries. The project's findings became the foundation for "Eating the Big Fish: How Challenger Brands Can Compete against Brand Leaders", a book that has sold over 60,000 copies worldwide and been translated into eight languages, cementing his position as the foremost authority on how smaller brands outmanoeuvre larger competitors.

Adam's expertise stems from years spent in advertising across the UK and US, where he observed patterns in how certain brands succeeded against the odds. His work extends beyond theory into practical application through his catalytic company, which runs workshops and strategic sessions for global clients including PepsiCo, Audi, and London 2012. His second book, "The Pirate Inside: Building a Challenger Brand Culture within Yourself and your Organisation", published in 2004, explored the personal qualities required of individuals driving change within large organisations. He has also contributed to "Ideas that Spread" and published an updated edition of "Eating the Big Fish", whilst researching his third book on opportunity. This continual evolution of his thinking ensures his insights remain relevant as markets and competitive dynamics shift.

Through keynote presentations and tailored workshops, Adam equips leadership teams with actionable strategies to break with convention and compete more successfully. His approach helps organisations identify where they can deliberately disrupt their own past behaviours to create competitive advantage. Audiences leave his sessions with clarity on how to challenge industry assumptions, reallocate resources for maximum impact, and build cultures that sustain challenger thinking over time. Whether addressing international business conferences or running intensive offsites with individual companies, he transforms abstract concepts into concrete tactics that drive measurable results. His work enables teams to see their market position through fresh eyes, recognise untapped opportunities, and develop the confidence to take bold strategic moves that redefine their competitive standing.