Watch Intro Video


an overview of the program

Frequently Asked Questions

  • What do you mean by challenger?

    Challengers are people who thrive in uncertainty - they enjoy the challenge of a changing world and use resilience, creativity and a sense of purpose to succeed.

  • Who created Challenger ID?

    Challenger ID is brought to you by eatbigfish, an influential global strategic brand consultancy.

    We have 20 years’ experience of challengers – researching them, working with them and learning the secrets of their success. We’ve inspired underdog start-ups to reinvent the rules, helped frustrated global giants to reinvent themselves, and scores of brands find the confidence to take bold ideas to market.

    We believe that any company, team or person can be a challenger, if they have the right mindset, and that’s why we created Challenger ID.

  • Who's the British guy in the videos?

    That's Hugh Derrick - eatbigfish partner, expert in challenger brands and the driving force behind Challenger ID.

    Hugh has 20 years experience working with leadership teams in brands and businesses who need to behave like challengers, including Moet Hennessy, Coca-Cola and HSBC. He spends his time working with clients across the world, skiing when he can, and creating new ways to help people embrace their challenger mindset.

  • How much does it cost?

    Individual licences for the Challenger ID: Foundations course start at £240/$300 per person. For pricing for teams of over 10 people, including additional services, please contact us.

  • How do I sign up?

    If you are an individual you can sign up for the diagnostic and foundation course by registering and paying the course fees. If you are part of a team you team leader will enrol you as part of a group - look out for your welcome email which will contain your login details.

  • How does the Foundations course work?

    In the first course, Challenger ID: Foundations, there are 9 modules to work through that explain the key traits of a challenger mindset. Each module starts with a short video, then there is an exercise to complete that will help you relate the video content to your own situation.

    Each video is about 4 mins long, and the accompanying exercises range from 5 mins to 25 mins each. In total the Challenger ID: foundations course takes around 4-5 hours to complete.

  • Will my progress/responses be shared with anyone?

    All answers to individual exercises are anonymised, so you can be honest and open in your responses.

    Feedback exercises may include questions that will be shared with your company/colleagues. We will flag any question that could be shared with your company or colleagues.

  • I'm just taking the diagnostic - how does that work?

    The diagnostic survey is made up of 80 questions. The answers you give are then used to calculate a ‘score’ against each of the 6 key traits of a challenger mindset. Using a High, Medium, Low ranking against each trait we are able to profile your Challenger ID.

    If you opt-in when taking the diagnostic we will send you a bespoke report, which contains hints and tips to improve your challenger mindset.

  • What happens to my information?

    We store personal data and responses as you work through the course, but do not share your data or information with any third parties - apart from when part of anonymised reporting. Please see our privacy policy for further details.


Contact us to find out more to see how the challenger mindset can help your team.