Adam Morgan on the Challenger Mindset, Eating the Big Fish & Joyful Defiance | Ep 27

Adam Morgan is the founder of consultancy Eat Big Fish and author of the landmark marketing book Eating the Big Fish. In this episode, host James Welch sits down with Adam to explore why the challenger brand concept is widely known yet deeply misunderstood — and why a challenger mindset is just as powerful inside Uber as it is inside a startup. Adam shares the origin story of his consultancy (born from anger after TBWA rejected his book), the Apple stock he regrets never buying, his role in the new collective the Illuminari, and a surprising new chapter: writing children's picture books rooted in what he calls "joyful defiance." Stick around for the High Five rapid-fire round featuring Tim Harford, Rory Sutherland, and a £350 offer to learn the principles of his own book.