This document provides an overview of the consultancy eatbigfish and their services focused on challenger brand thinking. They offer consultancy, speeches, training, tools, and books to help companies think and act like challengers. Their approach uses facilitated workshops and draws from their ongoing study of how challenger brands succeed. Their services are aimed at helping companies with strategies like brand positioning, culture, and innovation.

1. CHALLENGER CONSULTANCY SPEECHES TRAINING TOOLS BOOKS CONTACT
Consultancy
Speeches
Training
Tools
Books
Strategy
Facilitation
Positioning
Brand Culture
Innovation
AN OVERVIEW

2. CHALLENGER CONSULTANCY SPEECHES TRAINING TOOLS BOOKS CONTACT
Challenger Brands
We believe that being a Challenger is a state of mind – not a state of market.
Challenger thinking is as relevant for a market leader as for a niche player.
We believe that Intelligent Naivety – intelligently applied inexperience –
has changed the face of most of the categories around us more profoundly
than a lifetime of applied category experience.
We believe in values and belief based branding. That brands should have a
strong point of view. That this internal compass helps drive every decision
they make.
We believe that Challengers with this clear sense of themselves act like
a Lighthouse. They take a stand, on solid foundations, and intensely and
consistently project their point of view in everything they do. Encouraging
the consumer to ‘navigate’ by them.
We believe that if you are not the Market Leader in the category, you
have to be the Thought Leader.
We believe that you have far more media at your disposal than you
think you do. You are just not recognizing them as media at the moment.
We believe that innovation is embedded in a culture, not in a ‘six sigma
innovation funnel’.
We believe successful brands are idea centred – not consumer centred.
That momentum is the currency that sustains a Challenger’s appeal,
and that ideas are the fuel of that momentum.
And finally, we believe that the Challenger model is the strategic
business model of the future.
eatbigfish is a brand consultancy whose unique focus is Challenger
thinking and behaviour. Our expertise is grounded in The Challenger
Project - founded in 1998, it is an ongoing study of how Challenger Brands
succeed by doing more with less.
There is no such thing as an objective consultant. Everyone brings their
prejudices to the table. Ours is a belief in the Challenger approach.

3. CHALLENGER CONSULTANCY SPEECHES TRAINING TOOLS BOOKS CONTACT
You are looking to grow your business.
Challengers represent some of the fastest growing companies in the world
economy.
You are looking for greater differentiation.
The best Challengers bleed differentiation into everything.
You want to create alignment across your team.
Our facilitated approach is all about creating a solution as a team and a
common sense of ownership.
You are trying to do more with less.
This thought is central to Challenger behaviour.
You need to define what your brand stands for.
This is the focus of our defining programme - The Challenger Identity
Programme.
You are looking for access to innovative thinking.
Whether that is through books, speeches, our web activities, training, blogs
or our workshops, we are committed to sharing our thinking more widely.
Why Work With Us?

4. CHALLENGER CONSULTANCY SPEECHES TRAINING TOOLS BOOKS CONTACT
Our core business. We take a strategic approach, based on our analysis
about how Challengers succeed. Although we offer a number of products
tailored to a client’s particular needs, they all draw from this central point
of view. Our products centre around helping clients who want or need
to think like Challengers in some or all of the following areas - brand
positioning, strategy, brand culture and innovation.
Our approach utilises facilitated workshop-based programmes developed
from our learnings and understanding of Challenger brands and their
business.Webelievein workingwith across-functionalseniormanagement
group and their primary business partners to help them arrive at their
own solutions. This cross-ownership is vital to the project’s success and the
programmes have a strong bias to action.
The length of the programme depends upon the nature of the task –
anything from a one day Ideation workshop to a multi-stage Challenger
Lighthouse Identity programme which would run over several months.
Recent clients we have worked with include Audi, BBC Worldwide, Charles
Schwab, Jim Beam, London 2012, Marriott, Nike, PepsiCo, SAB Miller, and
US Cellular to name but a few.
Challenger Consultancy
Workshop programmes include:
• Building a Challenger Lighthouse Identity.
• Explore the range of Challenger Narratives your brand
can tell, and map out the implications for your strategy.
• Breaking with your Path Dependency to find unexploited
growth opportunities for your business.
• Developing a stretching 5 or 10 year Category Vision (and
thinking through the portfolio implications that fall from
that vision).
• Challenger Brand Experiences - including new ways
to map consumer touch points in service and retail
businesses
• Brand Subcultures - nurturing Challengers within
multinational, multi-brand organisations.

5. CHALLENGER CONSULTANCY SPEECHES TRAINING TOOLS BOOKS CONTACT
Our current speeches cover the latest thinking on Challenger strategy,
innovation and internal culture. They are populated with case studies
drawn from our extensive library of interviews with Challenger Brand
leaders and pose inspirational questions to help apply the thinking to your
own business.
Subjects include:
The Principles of Challenger Thinking and Behaviour
If you want to introduce your audience to what it takes to act and think like
a Challenger, then this is the speech for you.
The 12 Challenger Narratives
This speech explores 12 different ways to tell the Challenger story, and
poses the question – ‘Which type are you?’
Necessary Piracy
What personal qualities do we see in successful Challengers? A speech that
looks at what it takes to be a Challenger yourself.
Speeches
A Beautiful Constraint
Our latest speech, how challengers lean into constraints to drive
breakthrough innovation both real and cultural.
Creating a Culture of Innovation
We believe Challengers offer a different perspective on Innovation.
This speech brings this distinctive approach to Innovation to life.

6. CHALLENGER CONSULTANCY SPEECHES TRAINING TOOLS BOOKS CONTACT
How do you bring the Challenger mindset to your business at large and
give your team the tools to be Challengers? How do you seek to embed this
approach in your team? How can you transcend geographies and cascade
the learning?
We have developed training and coaching for some of the world’s largest
companies. The content always comes from our Challenger perspective, and
be it a learning programme delivered globally over a number of months or
an intensive facilitated workshop, the structure of the training is designed
according to your specific needs.
Options Include:
• Facilitated ‘train the trainer’ workshop sessions.
• DIY workshop kits to run sessions with your own teams back in the
office.
• Inspiration modules (curated online content) and group step by step
exercises. Work through the theory and apply Challenger Thinking on
your own brands or business issue to embed the learning.
• Personalised introduction to your session from an eatbigfish partner.
Challenger Training & Tools
• Customised Workshop in a Box – your choice of 4 exercises from
our library of 12 with bespoke stimulus.
• Online content curated from the Challenger Project which can be
used as pre-work or to follow-up to meet your brief.
• Bespoke introductory PPT presentation for you or your facilitators
to deliver (including briefing and support).

7. CHALLENGER CONSULTANCY SPEECHES TRAINING TOOLS BOOKS CONTACT
Our ‘In A Box Workshop’ kits contain all the material needed to run your
own one day ideation workshop including digital content, printable files and
physical stimulus.
Each workshop kit contains four of our most tried and tested exercises, with
step by step instructions to ensure a successful outcome. We also provide tips
on running a productive session, additional digital and physical stimulus to
get the creative juices flowing, and voting stickers to help you select the best
ideas.
You don’t need to have any prior experience and there is no need to have
run a workshop before. We designed the kit so anyone could run a session
using the step by step guide, however if you’d like a facilitator to guide you
through the day we can also help with that.
“The toolkit was very easy to use and we were able to run the day smoothly in South
Africa.
The techniques in the toolkit made us look at our brands from a different perspective
through the use of an excellent framework and engaging stimulus material that
incorporates the principles of Challenger Thinking.”
Carolyn Linnell
SAB Miller
In a Box Workshops
Available Now:
Brand Viewpoint
Each of the four exercises in the workshop box builds on the
fundamentals of your existing positioning to add greater meaning
and to define its edges more precisely - to help you add some
Challenger bite and purpose to your brand.
Outlooking
An idea generation session to find insights of opportunity. The
exercises in Outlooking ask us to look outside for inspiration –
outside of our own category, our consumer and our competition.
Inlooking
The exercises in Inlooking ask us to look inside – to look at the
familiar in fresh ways. To interrogate what we have, but through
a magnified lens.
Outlooking and Inlooking can work in conjunction to create a two day session.

8. CHALLENGER CONSULTANCY SPEECHES TRAINING TOOLS BOOKS CONTACT
Are you looking for inspirational content to stimulate your team? Thought
Starters combine brand insights curated from The Challenger Project with
an exercise to apply the thinking to your own business.
Delivered digitally via a password protected website, or as interactive PDF
with embedded content, each One hour session consists of short films and
brand stories to watch and read, with an exercise worksheet to complete in
teams.
Thought Starters are available off the shelf or bespoke. If you would like to
run a session with your team, but require a more tailored approach, we can
work with you to provide inspirational content for your particular needs.
Remote facilitation and coaching is also available.
“[we were]… able to show the video and stimulate the audience into thinking outside
of the current frame of reference. We discussed this way of thinking in a plenary way.
The tool was received well and have the feel people are eager to learn more. Looking
forward to explore further opportunities in the future and push the envelope on
building brands.”
Willem Jan van der Hoeven
Global Brands Director, HEINEKEN International
Thought Starters
Available now (more sessions in production):
Finding Inspiration
Why Challengers need to look outside their category for
inspiration in order to create differentiation in the market.
House Media
Learning from brands that use every asset they have to share
their message in new and compelling ways.
Word of Mouth
Inspiring examples of brands who use word-of-mouth and
compelling storytelling as key tools to connect with people
and bring in new consumers.
Customer Wow
The opportunity to create unexpected moments along the
Customer Journey of the brand.

9. CHALLENGER CONSULTANCY SPEECHES TRAINING TOOLS BOOKS CONTACT
Eating the Big Fish – How Challengers Compete with the Market
Leader
There are common Challenger practices that work across categories — The
8 Credos.
Mindset is critical — embrace the implications of the gap between ambition
and resources.
The little guy who lacks confidence copies the big guy. This won’t work.
Challengers can’t compete by being a better version of a leader.
Challengers need a whole new playbook; one with equal rigour, but
with some often counter-intuitive ways of framing the opportunity, and
boldness in developing the strategy.
Overthrow – 10 Ways to Tell a Challenger Story
It’s time to learn from a new generation of Challengers. This book outlines
a more evolved model of what it means to be a challenger today. Published
in conjunction with PHD Worldwide.
Books
The Pirate Inside - Being a Challenger within a Corporation
Surely Challenger culture only thrives in entrepreneurial single brand
single focus companies?
How do I become a Challenger working within Behemoth Inc?
This book explores the personal qualities required and team dynamics
needed for Challenger brands to thrive within multi-brand multi-national
corporations.
ABeautifulConstraint–EnablingPossibilityintheAgeofConstraint
The Challenger approach to innovation and opportunity. How to use
your biggest challenges to propel your biggest breakthroughs. Our latest
thinking - to be published in 2014

10. CHALLENGER CONSULTANCY SPEECHES TRAINING TOOLS BOOKS CONTACT
You can explore our offer in more detail at www.eatbigfish.com, or contact
us directly at hello@eatbigfish.com.
Or maybe what you are looking for doesn’t fit neatly into one of the services
outlined here? We are a small personal business and we enjoy the challenge
of briefs that are a little different. So, if it’s not here, please don’t assume we
cannot help.
If you want to speak to someone in person you can call our London office on
+44 (0)20 7234 9970, or contact one of the partners below.
Contact Us
New York
Chad Dick
chad@eatbigfish.com
+1 203 227 6919
San Francisco
Mark Barden
mark@eatbigfish.com
+1 415 891 8348
London
Teresa Murphy
teresa@eatbigfish.com
+44 (0)20 7234 9970