Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition Subclass_Christian Family In a world where blogs

In a world where blogs control and distort the news

And each chapter brims with businesslike action items on how to make creativity happen at work

magical beasts and cunning children

Procrastination is an epidemic that can only be eliminated if the underlying causes are uncovered

Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Second Edition Subclass_Christian Family In a world where blogsOnce upon a time, spirited David challenged the towering Goliath. Forty years ago, rental car company Avis challenged Hertzthe big fish in its industryand won a larger, more profitable share of the market by "trying harder." Today, Challengers such as method, JetBlue, Nintendo Wii, and Linux successfully compete with much bigger brands in their markets by redefining in their favor the criteria consumers use to make choices. The leaders in any market