In the NY Times today, William Holstein reviews “The Deviant’s Advantage”, brandishing the subtitle: “How Fringe Ideas Create Mass Markets.”
The stars of the story are the “devox” — those positive deviants who provoke the progession of ideas from Fringe > Edge > Realm of the Cool > Next Big Thing > Social Convention. According to the authors, “The real trick is to manage the Edge, not the center” — tha land of the “raw, messy and untamed.”
Looks promising. Best of all, it’s another piece co-authored by devox-man himself, Watts Wacker.