Started by Adam Morgan in 1999 as ‘an ongoing study of challenger brands’ the first output of The Challenger Project was the best-selling book on challenger brands: Eating The Big Fish. The book gave birth to our consultancy, eatbigfish. And the rest is history. We’ve now interviewed over 200 challenger brands to see what makes them tick and to share the lessons with you. To mark our 20th year, we asked the eatbigfish team to share their favourite moment from our years of meeting and studying the habitual rule breakers of business.