This work offers a summary of the book "THE DEVIANT´S ADVANTAGE: How Fringe Ideas Create Mass Markets" by RYAN MATHEWS and WATTS WACKER Today´s most commercially successful products began as fringe ideas that became accepted in the mainstream market. Given the speed at which today´s markets at moving, it´s far more profitable to try and mine for new ideas rather than identify trends already here (by the time you´ve recognised it, the opportunity will have passed). One only needs to look, Mathews and Wacker suggest, at movements in social change to show that societal revolution and business opportunities are intimated linked.
The Deviant´s Advantage offers an intriguing toolkit for harnessing business deviance. Old businesses need to reinvent their organisational structure to make it flatter: younger employees need to have a voice. Customers are not your advertising target, they are your billboard: consumers themselves like being "deviant", which enables you to build a community. You will also have more success if you emphasise lifestyle advantages to a products, not function. Try to think of your company as a group of core competencies that you can discover and exploit.
As you can see from these examples, The Deviant´s Advantage is as practical as it is an interesting read. If you want your company stay ahead of the curve, this is a book to read and keep.
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