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

Watts Wacker



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 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.

What will you learn from this book

  1. Embracing Unconventionality:

    • The book likely advocates for embracing unconventional or deviant ideas rather than conforming to the norm. It may suggest that these ideas have the potential to spark innovation.
  2. Innovation Through Diversity:

    • The concept of diversity, not only in terms of people but also in ideas, may be a central theme. Different perspectives and unconventional thinking can lead to breakthrough innovations.
  3. Fringe Ideas and Market Success:

    • The book might explore how fringe or deviant ideas, when properly understood and applied, can lead to the creation of successful products or services that appeal to mass markets.
  4. Cultural Impact of Deviance:

    • Understanding the cultural impact of deviant ideas and behaviors may be discussed. How these ideas resonate with or challenge prevailing cultural norms can shape their success.
  5. Navigating Risk and Uncertainty:

    • The book could provide insights into navigating the risks associated with deviant ideas. It may discuss how to manage uncertainty and take calculated risks for potential market advantages.
  6. Psychology of Deviance in Consumer Behavior:

    • There might be discussions on consumer behavior and psychology, exploring how individuals respond to deviant or unconventional products, services, or marketing strategies.
  7. Creating New Markets:

    • The focus may be on how deviant thinking can lead to the creation of entirely new markets, tapping into unmet needs or desires that conventional thinking might overlook.
  8. Strategic Implementation:

    • Practical strategies for implementing deviant ideas in business strategies could be outlined. This might include considerations for marketing, product development, and organizational culture.
  9. Overcoming Resistance to Change:

    • The book may address the challenges of introducing deviant ideas in environments resistant to change, offering insights into how to overcome resistance and foster acceptance.
  10. Long-Term Impact and Sustainability:

    • Consideration of the long-term impact and sustainability of deviant ideas might be discussed. How these ideas can evolve and adapt over time to stay relevant in changing markets.
Language English
ISBN-10 1400050006
ISBN-13 9781400050000
No of pages 306
Font Size Medium
Book Publisher Crown Business
Published Date 23 Mar 2004

About Author

Author : Watts Wacker

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