The deviant's advantage
Subtitle: how fringe ideas create mass markets
By: Ryan Mathews and Watts Wacker.
Contributors: Wacker, Watts.
Edition: 1st ed.
Publisher: Crown Business
Published: 2002
Place of publication: New York
Language: eng
Number of pages: 305
Subjects: New products -- Marketing; Business forecasting; Originality -- Economic aspects; Marketing; Technological innovations -- Economic aspects
Description: "Deviance is nothing more than a marked separation from the norm and is the source of innovation, the kind of breakthrough thinking that creates new markets and tumbles traditional ones. Positive deviation is an inexhaustible font of new ideas, products, and services. It's the source of all creative thinking and dynamic new market development and ultimately the basis of all incremental profit.".

"The Deviant's Advantage describes how deviance proceeds along a traceable trajectory from the Fringe, where it originates but has zero commercial potential; to the Edge, where word of mouth creates a limited audience; to the Realm of the Cool, where the buzz and market momentum really start to build; to the Next Big Thing, where demand is honed and intensifies; finally landing at Social Convention, the heart of the mass market."--BOOK JACKET.
Notes: Includes bibliographical references.
Table of contents: title: Greetings fellow deviants; title: From freak to chic; title: From chic to bleak; title: The abolition of context and the post-information age; title: Schwinns to cyberspace; title: Words without meeting; title: Art; title: a trap with no exit; title: Science and the death of objective reality; title: Seeing and believing, war and more; title: The deviant economy; title: Corporate cultures; title: The understanding and care of the deviant consumer; title: Deviant marketing for deviant markets; title: The deviant product; title: The deviant brand; title: The deviant's toolbox; title: Making deviance work for you.