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Highlights from the conversation:Most of my clients didn't embrace collaboration in a deep way, there was shallow collaboration. But that wasn't really about genuine collaboration.Working with your competitors is going to get you there faster,Brand owners have misunderstood the degree to which people care or don't care about themThat ambition is too important for me to suppress. I need to step back and reconsider how I'm going to deliver that ambition under that constraintConstraints seem to spur them on. They're more open to braver design – they have to pop out, they can't fall into that sea of sameness.It's less about challenging somebody. It's more about challenging something, something in the category, something in contemporary culture. More about Adam “Adam Morgan, is the founder of international brand consultancy eatbigfish, the world’s leading expert on Challenger Brands. His latest book “Overthrow II: 10 strategies from a new generation of challengers” is out now.”Find Adam here:LinkedIn | Twitter | W