Adam Morgan is a leading world expert on Challenger brands: his first book, Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, has become a definitive text on the area, and been translated into eight languages.

Adam is one of five partners in the international brand consultancy eatbigfish, which specializes in applying the thinking of Eating the Big Fish and The Pirate Inside to companies and brands who want to think like Challengers; his clients have included Lexus, IKEA, Unilever and PepsiCo. He can be contacted on adam@eatbigfish.com.

Adam lives on a plane somewhere over the Atlantic.