The Deviant’s Advantage: How to Use Fringe Ideas to Create Mass Markets
by Watts Wacker and Ryan Mathews
“Deviance is the source of all true innovation, growth, and indeed our collective survival. Deviance is defined by time, place, and circumstances.”
“Without deviance there would be no art, no scientific breakthroughs, no technological advances… Physical evolution is perhaps the perfect example of deviance in action. Without mutation—essentially deviance from an established DNA pattern—nature would remain static.”
“Don’t let the words deviant and deviance scare you. They’re being used in their purest definition—something or someone operating in a defined measure away from the norm.”
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The Key Point 