Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

Adam Morgan is a culture journalist and critic who lives near Chapel Hill, North Carolina. His writing regularly appears in Esquire, and has also been published in The Paris Review, Scientific American, Los Angeles Times, The Guardian, and more. He spent a decade in Chicago, during which time he founded the Chicago Review of Books and covered the city's arts and culture for Chicago magazine and the Chicago Reader.