The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization Review

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The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization ReviewIt pains me to say that I was disappointed with Adam Morgan's second offering. His first book on challenger branding, 'Eating the Big Fish', was such a brilliant read. 'The Pirate Inside' got off to a promising start, but then parts of it began to seem like a rehash of 'Eating the Big Fish' (minus the brilliant insights). Other parts of the book seemed unnecessarily drawn-out, possibly because they lacked substance. Some of the advice in this book is old news. I found the section on challenger teams especially tedious. Adam tries to make old news sound new again by changing the labels (for example, Ideas People are now known as Ideas Hamsters).
'Eating the Big Fish' closes with a guide to running a two-day challenger branding workshop in your company. Like the rest of the book, it was brilliant. 'Pirate Inside' tries to close on a similar note, but I thought the guide was mostly fluff...the kind of thing you'd pay a consultant big bucks for, only to feel cheated when you get presented with six hours of buzzwords, some cool charts and nothing really helpful.
Adam uses the words 'soft centre, soft shell' to describe a weak brand strategy. I think 'Pirate Inside' has a big gooey one.
The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization Overview

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