Your easily digestible guidebook for making more from less.


A practical handbook about everyday inventiveness, designed for the constrained times in which we live.

"An amazing book" — Dan Wieden, Wieden + Kennedy


The Approach


A Beautiful Constraint calls for constraint–driven problem–solving to become a much more widespread capability and offers an original framework to achieve that.

Underpinned by the latest research from social science, authors Adam Morgan & Mark Barden interviewed individuals and teams in disciplines as varied as marketing, supply chain, race car engineering, design, agronomy and education, all of whom had turned apparent constraints into sources of possibility and advantage.


This book transforms these learnings into a tool kit to help you make more from less, describing the mindset, method and motivation required to make constraints beautiful. It challenges us to:

  • Examine how we've become path dependent stuck with routines that blind us from seeing opportunity
  • Ask Propelling Questions to put the most pressing and valuable constraints at the heart of our process
  • Adopt a Can–If mentality to answer these questions focused on 'how', not 'if' this is possible
  • Rediscover resourcefulness, and the ability to create abundance in the face of scarcity
  • Activate the high–octane mix of emotions necessary to fuel the tenacity required for success

We live in a world of seemingly ever–increasing constraints, driven as much by an over–abundance of choices and connections as by a scarcity of time and resources. How we respond to these constraints is one of the most important issues of our time, and will be a large determinant of our future progress as people, businesses and citizens of our planet.

An amazing book. A well-written, lucid survey of how businesses succeed by figuring out how to use their limitations.
— Dan Wieden, Wieden + Kennedy
Tons of inspiring and interesting case studies, it will inspire, guide and challenge you to find your way over that hurdle you currently face.
— Marketing Magazine, June 2015
The book offers a beguilingly simple way of looking at new approaches to grow and prosper. Read it and be inspired.
— Keith Weed, Unilever
A Beautiful Constraint is a great addition to the entrepreneur’s bookshelf.
— Jim Koch, The Boston Beer Company
This wasn’t just a management book that sat on a coffee table, it was something that we were using very practically, it became a handbook. That made it stand out from other leadership and management texts. It had moved from just being interesting stimulus to something that we were using fundamentally in the organisation.
— Sasha Deshmukh, Smart Energy GB



"Mark is a highly engaging, high energy speaker with great content. He’s had a big impact on our organisation"

- Maria Chandhoa, Schwab

“A great webinar on turning constraints into opportunities. Lots of provoking content.”

- Bob Linden, 4A’s

Want to learn how to make your constraints beautiful?

Enquire about hiring Adam Morgan or Mark Barden for your event by using the form below

The Authors


Adam Morgan is the author of Eating The Big Fish: How Challenger Brands Can Compete Against Brand Leaders, the international best seller that introduced the concept of challenger brands to the world of marketing.

His ideas have been widely cited as a key influence by a new generation of successful entrepreneurs and business leaders around the world.

He is founder of eatbigfish, a renowned marketing consultancy that works with clients to develop their own breakthrough strategies, from Helsinki to Hanoi. 


Mark Barden runs the west coast business for eatbigfish in the US. Over his career he’s won the Platinum Award for direct response marketing, taken a dot com public, warmed up a crowd for Ellen De Generes, and played a Buddhist monk in a Kleenex commercial.

In addition to strategy consulting, Mark is an engaging speaker and outstanding facilitator, skilled at getting groups to breakthrough solutions. If you want to get the heart of the matter, Mark will get you there.  He lives in California, with his wife Doris and their two daughters.