Beautiful Constraint

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 1The beauty in constraint, and why it matters1. Victim, Neutralizer, & Transformer 16Our starting relationship with constraints2. Break Path Dependence 34The behaviors and practices that stop us seeing opportunity in constraint3. Ask Propelling Questions 56How to frame the constraint to force breakthrough4. Can-If 78How to find solutions to constraint-driven problems5. Creating Abundance 102How to see and access resources we don’t have6. Activating Emotions 124How to fuel tenacity on the journey7. The Fertile Zero 146Learning from people who succeeded with next to nothing8. Constraint-Driven Cultures 172How big companies have learned to love constraints9. Scarcity and Abundance 194Why this capability is so important to all of us today10. Making Constraints Beautiful 208How to use the ABC approach11. Leadership & The Future of Constraints 224The opportunity for progressNotes and Sources 235Bibliography and Further Reading 249Image Credits 251Appendix 253Thanks and Acknowledgments 263Index 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)