The Deviant's Advantage: How to Use Fringe Ideas to Create Mass Markets

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The Deviant's Advantage: How to Use Fringe Ideas to Create Mass Markets

3.92 of 5 stars 3.92 · rating details · 13 ratings · 1 review

Don’t be afraid of deviants. They just may save your business.

In today's challenging and sometimes puzzling business environment, deviance equals innovation--the kind of breakthrough thinking that creates new markets and tumbles traditional ones. In The Deviant's Advantage, two of America's most respected futurists show how this deviance proceeds along a traceable trajecto...more

Paperback, 336 pages

Published March 23rd 2004 by Crown Business

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Jun 17, 2009 Pax Analog rated it 5 of 5 stars

Since I am a staunch advocate and practitioner of freeing poetic nuance from mere verse, or even novels, this book sounds an important note re poetics applied to marketing itself. One usually only sees hints of the "revenge of art" in the marketplace via imagery, the smart successful film, or the strikingly witty commercial. The more we see this in all aspects of text and its marketing, the better off we'll all be.

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The Deviant's Advantage: How Fringe Ideas Create Mass Markets

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