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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Ryan Matthews and Watts Wacker's book: "The Deviant's Advantage: How Fringe Ideas Create Mass Markets".
This complete summary of the ideas from Ryan Matthews and Watts Wacker's book "The Deviant's Advantage" shows how 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 are moving, it’s far more profitable to try and mine for new ideas rather than identify trends already here. In their book, the authors provide a toolkit for harnessing business deviance, by reinventing your organisational structure and making customers your advertising billboard. This summary will teach you to think of your company as a group of core competencies that you can discover and exploit.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your business knowledge
To learn more, read "The Deviant's Advantage" and discover why you should deviate from current trends and find the next big thing before everyone else.
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Seitenzahl: 36
Veröffentlichungsjahr: 2014
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Book Presentation: The Deviant’s Advantage by Ryan Mathews and Watts Wacker
Book Abstract
About the Author
Important Note About This Ebook
Summary of The Deviant’s Advantage (Ryan Mathews and Watts Wacker)
1. The Evolutionary Process For New Ideas
2. The Impact of Deviant Thinking on Society
3. A Toolkit For Harnessing Business Deviance
Book Presentation: The Deviant’s Advantage by Ryan Mathews and Watts Wacker
Book Abstract
Main Idea
The odds are very good that the breakthrough ideas of the future will ultimately come from the mind of someone who lives a “deviant lifestyle” – who lives outside the accepted norms of society. Why? Simply because positive deviance from traditional thinking is an inexhaustible source of fresh thinking, new ideas and original business concepts.
Many of today’s highly successful commercial products and services started out on the fringes of society and moved gradually to the point where they were accepted and adopted by the mass markets. This path from the fringe to the mainstream is traceable and predictable. Deviance in a positive and constructive sense underpins all innovation and advancement in society. In fact, unless people were prepared to try new ideas, there would be no commerce and no products or services.
In this era of mass communication, the time it is taking for new ideas to move from the fringe to mainstream markets is being compressed dramatically. Ideas are making this journey today in less time than ever before, all of which means change is going to intensify in the future. Therefore, the trick is not to try and delay the inevitable. Instead, a more profitable idea will be to better understand the journey by which ideas move from the fringe into the mainstream. To get ahead of the curve, don’t simply try and identify the next big thing which is warming up on the sideline. Instead, go further back and unearth the new ideas which currently exist only at the fringe. Track those ideas as they move forward and project the commercial opportunities that will become available as those deviant ideas find their way into the mass markets. Do that effectively and consistently and your business enterprise will be well positioned and prepared to commercially exploit the new business opportunities which will be created in the future.
The challenge is simple. Either identify and harness the breakthrough concepts while they are still lurking at the fringe of society or get buried by competitors who do.
About the Author
RYAN MATHEWS works as a business futurist. He is a cofounder and principal of FirstMatter LLC, a consulting firm specializing in monitoring consumer trends. Prior to starting FirstMatter, Mr. Mathews had an 18-year career as a speaker, business consultant and journalist. He is the coauthor of The Myth of Excellence. Mr. Ryan is a graduate of Hope College and the University of Detroit.
WATTS WACKER is also a futurist, cofounder and principal of FirstMatter LLC. He is the coauthor of The 500-Year Delta and The Visionary’s Handbook. Mr. Wacker is a graduate of Tulane University and the University of Texas at Austin.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of The Deviant’s Advantage (Ryan Mathews and Watts Wacker)
1. The Evolutionary Process For New Ideas
New ideas follow a well-defined trajectory on their evolutionary journey from raw idea to a commercial product or service. Along the way, viable ideas pass through five distinct stages:
The Fringe – where anything goes.The Edge – where word of mouth creates a small market.The Realm of the Cool – where buzz starts to gather.The Next Big Thing – where demand intensifies.Social Convention – the heart of the mass market.The ideas which will power the engine of business change in the near future are already lurking at the Fringe. The challenge is to identify them earlier and then harness them before someone else does.
