Adam’s seminal work, Eating the Big Fish, pioneered the concept of challenger brands, becoming a global bestseller. It revolutionised marketing, providing a framework for understanding these brands. His subsequent works—like The Pirate Inside, A Beautiful Constraint, and Overthrow— and the work of his consultancy eatbigfish continue to challenge conventional thinking in marketing, focusing on culture, innovation, and narrative.

Collaborating with Peter and Jon, his latest project aims to ignite a crucial conversation the industry acknowledges but hasn’t compellingly addressed. Beyond quantifying the cost of mediocrity, Adam delves into diverse fields—interviewing non-marketing experts from reality TV, Hollywood, even Sesame Street—to infuse fresh perspectives. By exploring how these entities make mundane topics captivating, he aims to inspire marketers and agencies, offering innovative solutions to combat a pervasive and corrosive stagnation within the industry.