The Adnostic

Adam Morgan first came to the international business world's attention when he published "Eating the Big Fish" which gave challenger brands strategies for increasing share in markets that have dominant leaders of goliath proportions. Since then he has launched the EatBigFish consultancy and written "The Pirate Inside."

Third Eye

- Challengers don't think of innovations, they think of opportunities
-- Entrepreneurial, everyone, anything, emotional and functional (a way of seeing how to progress business)
- Be always open to opportunity

- 6 Kinds of Insight
-- Reflection (how things are now)
-- Opportunity (how things could be)
--- Consumer - zooming in on a small target
--- Category promise
--- We are all disabled by modern living - future of convenience market
--- Opportunities in the smaller markets
--- Kissing the shadow - embracing your negatives
-- Foundation
-- Success
-- Product
-- Staff and Culture

- Blindness to Opportunities
-- Selective attention - focusing on one thing and missing the obvious
-- Functional fixatedness
-- Bounded awareness
-- Environmental distortion

- Create a culture of desire around opportunities
-- Barclays trying out new ideas only in their Guilford branch
--- The scarcity of the service creates demand in the market

- Be "always on"
-- Mindset
-- Everyday
-- Have an open door policy
-- Incentivizing a continual feed of ideas