- Hardcover: 368 pages
- Publisher: Wiley; 2 edition (February 17, 2009)
- Language: English
- ISBN-10: 0470238275
- ISBN-13: 978-0470238271
- Product Dimensions: 6.3 x 1.2 x 9.3 inches
- Shipping Weight: 1.2 pounds (View shipping rates and policies)
- Average Customer Review: 40 customer reviews
- Amazon Best Sellers Rank: #117,962 in Books (See Top 100 in Books)
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Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders Hardcover – February 17, 2009
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I found the writing style to be absolutely refreshing, like a glass of Shramsberg Rose sparkling wine whose light Pinot Noir grapes pleasantly burst onto the pallet with a surprising, delightful intensity stimulating the taste buds to crave for more…and more.
I can’t wait to pop the cork on the second in the series, ““Divisible Man, The Sixth Pawn.”
Great exercises to get you thinking, no matter if your brand is a leader or an also ran. e.g."Grove" named for Andy Grove- "Fire ourselves- leave the building and come back in as an entirely new team. What's one thing you would stop doing and one thing you would do instead?" Morgan punches holes in conventional wisdom- mission statements, focus groups, etc. A favorite quote: "The key failure, then, for any company attempting to effect a gear change in its own performance is not the ability to define its intention, but the inability to translate intention into behavior."