Adam Morgan has been fighting for the challenger philosophy for as long as I can remember. And now with the downturn his time is ripe. Everyone, he says "is a challenger in an economic downturn." Eloquent, smart, driven and relentless, my friend Adam has written several books on the sujet. His most famous to date, "Eat Big Fish" is a celebrated hit. It reviews "challenger thinking and behaviour". Adam's unique focus is Challengers.If you have time, and want to use the economic downturn to your advantage, read his books.
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July 25, 2008
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Scott:
I'm also a huge fan of Adam Morgan's challenger thinking and 'Eat Big Fish' is one of my favorite business books. I met with him in London earlier this year and we have been discussing an innovation workshop in Latin-America for our marketing team. One of the brands in our portfolio here in Brazil is a true challenger: Toddy - a classic Brazilian chocolate milk modifier. It would be fun to get Adam Morgan and Alexandre Peralta together to see what magic they could produce together.
Carlos Ricardo
PepsiCo Brazil (happy PeraltaStrawberryFrog client)
Posted by: Carlos Ricardo (Sao Paulo, Brazil) | August 07, 2008 at 09:44 PM