Books like Eating the big fish by Adam Morgan

Malcolm Gladwell explains how small changes can trigger massive social shifts, using ideas, products, and behaviors that spread like epidemics to illuminate the moment when a movement reaches its critical mass.

Clayton Christensen explains why leading firms can fail when they follow the right strategy, and offers rules for exploiting disruptive innovation to avoid losing market leadership.

Crossing the Chasm explains how technology products must transition from early adopter enthusiasm to mainstream adoption by meeting pragmatic buyers’ needs with a complete, well‑supported offering.

208 p. : 21 cm

Jack Trout, a celebrated marketing consultant, explains the 22 classic principles that shape every successful marketing strategy.

Simon Sinek’s Start with Why explores how leaders and organizations that answer the fundamental question of purpose drive lasting success.

A definitive guide outlining the 22 essential rules for building and sustaining powerful brands, now expanded with new commentary, illustrations, and an additional volume on internet branding.

Blue Ocean Strategy explains how companies can create uncontested market space and make competition irrelevant through innovative value creation.

Jack Trout’s follow‑up to his classic, *Positioning*, updates the marketing playbook for the information‑dense 1990s, offering strategies to cut through media clutter, preserve brand clarity, and reclaim lost audiences.

Different shows how embracing genuine originality—rather than endless feature‑adding—can set brands apart in a crowded market, using real‑world examples from iconic innovators.

A biography of Samuel Zemurray, the banana magnate who rose from a penniless immigrant to one of New Orleans' richest men, shaping the United Containers trade and influencing U.S. foreign policy.

"Through in-depth analyses of Genuine Brands - Hallmark Cards, Hampton Inn, Lexus, Whirlpool, Starbucks, Citibank, and Charter Club - Duane Knapp presents his unique five-step plan that any organization can follow to become a Genuine Brand in the minds of the customers. First, there is the Brand Assessment: how do your stake-holders - customers, suppliers, employees, etc. - perceive the brand? Second, BrandPromise: what should the brand uniquely promise? Third is Brand Blueprint: how will you communicate the brand? The fourth step is Brand Culturalization: how each and every employee must understand and adopt the BrandPromise. The first four steps all lead to the final step, Brand Advantage: how should the organization nurture, enhance, and innovate the brand? In addition to the case studies that demonstrate the application of each step, Knapp provides detailed process guides to simplify the process of becoming a Genuine Brand."--BOOK JACKET.

Al and Laura Ries explain how brands evolve and thrive by applying Darwinian concepts of divergence to product and category creation, offering a proven strategy for launching successful brands in today’s competitive market.