The Challenger Project

The Challenger Project is an evolving study of challenger brands and how they succeed. It is qualitative in nature, and consists of interviews with individuals at the heart of those brands during the key time in their challenge and the lessons we can all learn from them. The first output of The Challenger Project was the strategic process outlined in Eating The Big Fish, but the world changes and challengers never stay still. That’s why we’re always out there — talking to, working with, and studying what the latest generation of challengers are doing.

Why challengers?

Challenger brands change the world. They shake things up. They change the rules. They get famous. And they do it with passion and smarts, not big budgets or easy answers. It’s why they’re some of the fastest growing companies on earth.

No sponsored posts.

We only feature brands, people and businesses that we think genuinely exhibit challenger behaviour, and we never accept sponsored posts. We're always happy to meet new people and hear new stories, so if you think your brand is challenging in your market please get in touch and tell us more.


We’re eatbigfish, a global strategic consultancy that specialises in challenger brands and challenger brand behaviour. If you’d like to find out more about how we could help your organisation adopt challenger thinking and behaviour email