The Pirate Inside, eatbigfish.
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The Pirate Inside: Building a Challenger by Morgan, Adam

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Eating the Big Fish: How Challenger Brands by Morgan, Adam
The Ten Types of Challenger Brand - WARC
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PDF] The Pirate Inside by Adam Morgan eBook

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The pirate on the inside: in conversation with Our/Vodka's Åsa Caap — The Challenger Project

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