In "Eating the Big Fish," Adam Morgan serves up a potent guide for the underdog, delivering a strategic playbook for those brands that dare to challenge the market dominators. With a compelling blend of analytical insight and real-world examples, Morgan dissects the success stories of the past decade's most audacious challenger brands. From Levi's Dockers outmaneuvering Haggar in the apparel industry to Avis's iconic "We Try Harder" campaign that embraced its #2 status, this book is a testament to the power of thinking differently in a crowded marketplace. Morgan's narrative not only celebrates the insurgent spirit but also codifies it into eight actionable credos, making "Eating the Big Fish" an indispensable resource for marketers hungry for growth and distinction. Beyond mere inspiration, Morgan’s work is a tactical manual that demystifies the process of standing out in a sea of sameness. Each credo is meticulously analyzed and supported by examples from brands that have not only survived but thrived by bucking conventional wisdom. Whether it’s building a lighthouse identity or becoming idea-centered rather than consumer-centered, Morgan provides a framework that encourages brands to cast aside the follower mentality and forge their own paths. This book is a clarion call for the "little fish" of the business world to dream big, act boldly, and eat the big fish.