ADAM MORGAN is the author of Eating The Big Fish: How Challenger Brands Can Compete Against Brand Leaders, the international bestseller that introduced the concept of challenger brands to the world of marketing. His ideas have been widely cited as a key influence by a new generation of successful entrepreneurs and business leaders around the world. He is founder of eatbigfish, a renowned marketing consultancy that works with clients to develop their own breakthrough strategies, from Helsinki to Hanoi. MARK BARDEN runs the west coast business for eatbigfish in the US. Over his career he's won the Platinum Award for direct response marketing, taken a dot com public, warmed up a crowd for Ellen De Generes, and played a Buddhist monk in a Kleenex commercial. His advice on how to create breakthrough thinking with outsize results is much sought after. He is a popular speaker, world class facilitator and occasional coach.

Introduction 1
The beauty in constraint, and why it matters

1. Victim, Neutralizer, & Transformer 16
Our starting relationship with constraints

2. Break Path Dependence 34
The behaviors and practices that stop us seeing opportunity in constraint

3. Ask Propelling Questions 56
How to frame the constraint to force breakthrough

4. Can-If 78
How to find solutions to constraint-driven problems

5. Creating Abundance 102
How to see and access resources we don't have

6. Activating Emotions 124
How to fuel tenacity on the journey

7. The Fertile Zero 146
Learning from people who succeeded with next to nothing

8. Constraint-Driven Cultures 172
How big companies have learned to love constraints

9. Scarcity and Abundance 194
Why this capability is so important to all of us today

10. Making Constraints Beautiful 208
How to use the ABC approach

11. Leadership & The Future of Constraints 224
The opportunity for progress

Notes and Sources 235

Bibliography and Further Reading 249

Image Credits 251

Appendix 253

Thanks and Acknowledgments 263

Index 267

"a wealth of knowledge, insight and evidence to learn from" (The Marketing Society, April 2015)

"Morgan and Barden have produced a thought-provoking book for leaders and entrepreneurs looking to inject fresh thinking into their perspectives on business". (The Irish Times, May 2015)

"..there are tons of inspiring and interesting case studies....it will inspire, guide and challenge you to find your way around - if not over - that hurdle you currently face." (Marketing, June 2015)

"..in the assured hands of Morgan and Barden, it's a gentle but insistent boot up the backside for anyone who wants to improve their business - or personal - performance" (PR Week, July 2015)