Overthrow II explores the 10 different challenger strategies, or narratives, used most powerfully today, each of them embodied in interviews with incisive leaders who have used them to break through in their market. We look at the strategic principles that each follows, the media behaviours they practise, and the part that today’s big themes like technology, data, culture and creativity play.

The book is a provocative and practical guide to focusing on what really matters: the narrative you need to be a compelling challenger brand in an increasingly noisy, crowded and distracted world.