Adam’s seminal work, the global bestseller Eating the Big Fish, first defined and popularised the concept of challenger brands and – alongside subsequent works The Pirate Inside, A Beautiful Constraint, and Overthrow – provides marketers with the framework to fuel success with a challenger approach. His consultancy eatbigfish continues to challenge conventional thinking, working with clients to bring a challenger mindset to problems of strategy, culture and innovation.

His latest project, The Extraordinary Cost of Dull, created in collaboration with marketing effectiveness experts Peter Field, Dr Karen Nelson-Field, Jon Evans and others, has ignited a crucial industry conversation by highlighting the real cost of mediocrity in communications. Beyond simply sounding the alarm, his podcast Let’s Make This More Interesting explores new kinds of approaches and solutions, bringing fresh insight from experts beyond our industry to examine how to engage and hold attention when it really matters.