<div>In the fifth episode, host and founder of eatbigfish Adam Morgan speaks to Lisa Kirkbright, Communications Manager of ŠKODA UK, and David White, Strategy Director at PHD UK, about challenging gender inequality in the world of cycling and what we can learn about being a challenger in a large organisation.</div>

In the fifth episode, host and founder of eatbigfish Adam Morgan speaks to Lisa Kirkbright, Communications Manager of ŠKODA UK, and David White, Strategy Director at PHD UK, about challenging gender inequality in the world of cycling and what we can learn about being a challenger in a large organisation.

5: Building a challenger mindset in a large organisation

Twenty years after the concept of the challenger brand was popularised, a new wave of challengers has been changing the way the categories around us think and behave. Financed by a new type of investor, harnessing emerging structural changes and new ways to build relationships with their consumers, they have generated an enormous energy and excitement in their marketing and business community.

In this six-part podcast series, hear from PHD, eatbigfish and a selection of brand guests as they draw on experiences and discuss how a challenger mindset can help give a clear focus, and what aspects of a challenger mindset are going to be important to thrive in this new world.

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Twenty years after the concept of the challenger brand was popularised, a new wave of challengers has been changing the way the categories around us think and behave. Financed by a new type of investor, harnessing emerging structural changes and new ways to build relationships with their consumers, they have generated an enormous energy and excitement in their marketing and business community. In this six-part podcast series, hear from PHD, eatbigfish and a selection of brand guests as they draw on experiences and discuss how a challenger mindset can help give a clear focus, and what aspects of a challenger mindset are going to be important to thrive in this new world.

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5: Building a challenger mindset in a large organisation

5: Building a challenger mindset in a large organisation