Our Brain Trust
Welcome to our extended family (one hell of a group of people to have on speed dial). Although not part of The Craftory day to day, these highly prized experts guide and encourage us in our mission to create a new house of CPG challenger brands. And yes, the brilliant people we invest in get access too.
Adam coined the concept of Challenger Brands in his seminal book ‘Eating The Big Fish: How Challenger Brands can compete against Brand Leaders’; both have gone on to become cornerstones in the modern marketing lexicon, and influenced the creation of a new generation of packaged goods challengers, from Innocent in the UK to Method in the United States.
In 1999 Adam founded eatbigfish and established The Challenger Project, a continually evolving research study into how challenger brands succeed, across a variety of different categories. This has evolved to embrace a community of emerging food and drink challengers, including live events for challenger founders to share questions and experiences.
Further books on Challenger culture (The Pirate Inside), and creativity (A Beautiful Constraint) followed the creation of his international consultancy, eatbigfish, whose clients have included Clif Bar, Charlie Bigham’s, Moet Hennessy, Uber, Unilever and Pepsi.