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Publisher's Summary

The second edition of the international best seller, now revised and updated...
This second edition of contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies web links to view interviews online, and offers supplementary downloadable information.
©2009 Adam Morgan (P)2012 Audible, Inc.
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Customer Reviews

Most Helpful
5 out of 5 stars
By Albert on 07-29-17

Think Different!

"Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently.
They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do."

This book made it to the number 1 Business spot in my humble library (just a few hundreds deep).
Great thoough work Mr. Morgan! Top notch research and critical thinking.
I strongly recommend this to any entrepreneur, new or old.
Enough said.

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2 of 2 people found this review helpful

4 out of 5 stars
By Grant on 02-18-18

Dated material, still relevant

I read this book when it came out in 1999. It was then revised in 2009. As I write this, it's 2018. A lot of the brands Morgan mentions have faded into obscurity. They certainly didn't consume any larger fish. Still, there is some really great thinking in this book and anyone who works for a brand that is being dominated in their market by a larger, more monied company can set a game plan based on the info herein. Problem is, then they need to implement that plan. Not as easy as it may appear.

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Customer Reviews

Most Helpful
3 out of 5 stars
By Andrew on 10-18-13

Interesting, but appallingly badly read.

What did you like best about Eating the Big Fish? What did you like least?

An interesting perspective on marketing, or so it seemed. But I couldn't get beyond the first section (4 chapters), so I cannot say that for sure.

Worst: the narrator is abysmal. I've listened to quite a few audio books now, but never been prompted to write a review. And I'm sorry it's a negative one, but I felt I had to warn people.

1: He displays a shocking lack of understanding of what he is reading: "Equally innocent is a company in the UK...". The author doesn't mean that this company is just as innocent as others - the company is CALLED Innocent! As the narrator would know if he'd even read one chapter further on! So it should be "Equally, 'Innocent' is a company in the UK..."

2: He mangles many many pronunciations. Some are foreign (albeit common) phrases (such as laissez faire - not sure if that's an actual example, but it's the kind of thing) and others not - my jaw dropped at hearing him pronounce the island of Mauritius not as "Morishus" but as Maur-eet-e-us.

I can listen no more.

Would you recommend Eating the Big Fish to your friends? Why or why not?

Maybe in print. Not as an audio book.

How could the performance have been better?

Reading the book through before performing it. Gaining some form of education.

Could you see Eating the Big Fish being made into a movie or a TV series? Who would the stars be?


Any additional comments?


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3 of 3 people found this review helpful

2 out of 5 stars
By Dbroadhurst on 11-13-17

Very hard to listen to.

Something about the delivery of this is like listening to a robot. Impossible to engage. Am going to read it instead.

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