Do Something Positively Deviant in 2004

In their book, “The Deviant’s Advantage” (Crown Publishers, 2002), authors Ryan Mathews and Watts Wacker sing the praises of getting out of your comfort zone by being “positively deviant.”

They define “positive deviance” as “a force for transformation — an inexhaustible font of new ideas, products and services — and in the end, it is the source of all innovation, new market creation. For business, this ultimately represents the basis of all incremental profit.”