Adam’s seminal work, the global bestseller Eating the Big Fish, 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 overcome strategic brand problems with a challenger mindset.

His latest project The Extraordinary Cost of Dull has ignited a crucial conversation. Alongside the collaboration to quantify the cost of mediocrity in communications with marketing effectiveness experts Peter Field, Dr Karen Nelson-Field and Jon Evans, among others, his podcast, Let’s Make This More Interesting, delves into diverse fields from beyond the marketing industry to uncover fresh perspectives. By exploring how to make mundane topics captivating, Adam aims to inspire marketers everywhere, offering innovative solutions to combat the pervasive stagnation that none of us can afford to ignore.