false 26268129 1130965 408914 1400050006 9781400050000 1 http://photo.goodreads.com/books/1174504623m/408914.jpg http://photo.goodreads.com/books/1174504623s/408914.jpg http://www.goodreads.com/book/show/408914.The_Deviant_s_Advantage_How_to_Use_Fringe_Ideas_to_Create_Mass_Markets 3.78 9
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 trajectory, explaining 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
• Hugh Hefner, the creator of Playboy, transformed into a cultural icon with decidedly Puritan sensibilities

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.]]> 231698 3.59 22 4 2004 0 0 false Thu Jul 03 21:33:58 -0700 2008 Thu Jul 03 21:35:15 -0700 2008