false 408053 0 0 1374695 0609609580 9780609609583 0 http://photo.goodreads.com/books/1183074419m/1374695.jpg http://photo.goodreads.com/books/1183074419s/1374695.jpg http://www.goodreads.com/book/show/1374695.The_Deviant_s_Advantage_How_Fringe_Ideas_Create_Mass_Markets 2.50 2
Deviance is nothing more than a marked separation from the norm and is the source of innovation, the kind of breakthrough thinking that creates new markets and tumbles traditional ones. Positive deviation is an inexhaustible font of new ideas, products, and services. It’s the source of all creative thinking and dynamic new market development and ultimately the basis of all incremental profit.

The Deviant’s Advantage describes how deviance proceeds along a traceable trajectory from the Fringe, where it originates but has zero commercial potential; to the Edge, where word of mouth creates a limited audience; to the Realm of the Cool, where the buzz and market momentum really start to build; to the Next Big Thing, where demand is honed and intensifies; finally landing at Social Convention, the heart of the mass market.

Ryan Mathews and Watts Wacker, two of America’s most respected futurists, trace the “Path of the Devox” (the voice, spirit, or incarnation of deviant ideas, products, and individuals), using it as a way to explain how and why:
* Christian fundamentalism morphed from college Bible studies to Republican party king-making
* Reebok cares more about what’s on the feet of kids in Detroit and Philadelphia than what the so-hip-it-hurts set is wearing in New York or on Rodeo Drive
* Napster exploded from an idea germinating inside a sixteen-year-old to a movement with 60 million subscribers that very nearly destroyed the music industry
* Hugh Hefner went from America’s most public pornographer to a cultural icon with decidedly Puritan sensibilities

Mathews and Wacker also look at what happens to formerly deviant products and ideas after they are replaced by the next wave from the Fringe—how they morph into Cliché (where their commercial potential may actually increase), become Icons or even Archetypes, or fade into Oblivion, and how you can profitably manage even a fading concept.

Looking for the next big idea for your business? Then it’s past time to quit staring at the Social Convention for inspiration and start scouring the Fringes of society. Tomorrow’s breakthrough concept is lurking out there right now, in the mind of a deviant individual. Your choice is simple: find it and exploit it, or be buried by those who do.]]> 408053 2.50 2 0 231698 3.59 22 4 2002 6517446 0 http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/images/nocover-60x80.jpg http://www.goodreads.com/book/show/6517446-erotic-lesbian-tales 0.0 0 10228 0.0 0 0 2949877 0.0 0 0 408053 2.50 2 0 2007 2931816 0023771208 9780023771200 0 http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/images/nocover-60x80.jpg http://www.goodreads.com/book/show/2931816.Vertebrate_Embryology_L_M 0.0 0 408053 2.50 2 0 1985 1888002 0930900448 9780930900441 0 http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/images/nocover-60x80.jpg http://www.goodreads.com/book/show/1888002.Trial_Impressions 0.0 0 408053 2.50 2 0 1977 5978411 0671533754 9780671533755 0 http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/images/nocover-60x80.jpg http://www.goodreads.com/book/show/5978411.Under_the_Mistletoe 0.0 0 408053 2.50 2 0 1983 6714735 057006001X 9780570060017 0 http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/images/nocover-60x80.jpg http://www.goodreads.com/book/show/6714735-boy-who-ran-away 0.0 0 1749466 0.0 0 0 408053 2.50 2 0 1964 5324499 0570060044 9780570060048 0 http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/images/nocover-60x80.jpg http://www.goodreads.com/book/show/5324499.Rich_Fool 0.0 0 857343 5.00 3 0 408053 2.50 2 0 1964 1245369 0570060192 9780570060192 0 http://www.goodreads.com/images/nocover-111x148.jpg http://www.goodreads.com/images/nocover-60x80.jpg http://www.goodreads.com/book/show/1245369.House_on_the_Rock 0.0 0 172431 3.00 2 0 408053 2.50 2 0 1966