Positive deviance tells us that in every community or organization, there are some individuals or groups (the ‘positive deviants’), whose uncommon behaviors enable them to find better solutions to the problem. I find positive deviance is both simple and complex since it has to do with the identification of people who manage to expand in a situation where most fail, finding out what those people are doing that is different from the majority, and then getting everyone to engage in the same actions, so solving the problem. Our traditional philosophy tells that knowledge changes attitudes and attitudes change practice. Positive deviance reverses that. It starts with changing practice. As people see that changes make a difference, their attitude changes and they internalize the knowledge. This book shows a process how to change the direction of the attention from “what’s wrong” to “what’s right” – observable exceptions that succeed “against all odds.” In my opinion, this book is a manual for change initiatives and combined with “Switch” can help in changing behavior and even cultural habits itself, so these techniques can improve the study of different business markets.
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