Book Description
Don’t consider yourself deviant? Well, that just may be a career breaker. Odds are the idea or product that will transform your business or industry tomorrow is out there right now, hiding in the shadows of the Fringe, raw, messy, untamed, and just waiting to be exploited. Trapping, taming, and marketing it is the key to burying your competition and staying ahead of your market.
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.
Ryan Mathews and Watts Wacker, two of America’s most respected futurists, trace the “Path of the Devox” (the voice, spirit, or incarnation of deviant ideas, products, and individuals), using it as a way to explain how and why:
* Christian fundamentalism morphed from college Bible studies to Republican party king-making
* Reebok cares more about what’s on the feet of kids in Detroit and Philadelphia than what the so-hip-it-hurts set is wearing in New York or on Rodeo Drive
* Napster exploded from an idea germinating inside a sixteen-year-old to a movement with 60 million subscribers that very nearly destroyed the music industry
* Hugh Hefner went from America’s most public pornographer to a cultural icon with decidedly Puritan sensibilities
Mathews and Wacker also look at what happens to formerly deviant products and ideas after they are replaced by the next wave from the Fringe—how they morph into Cliché (where their commercial potential may actually increase), become Icons or even Archetypes, or fade into Oblivion, and how you can profitably manage even a fading concept.
Looking for the next big idea for your business? Then it’s past time to quit staring at the Social Convention for inspiration and start scouring the Fringes of society. Tomorrow’s breakthrough concept is lurking out there right now, in the mind of a deviant individual. Your choice is simple: find it and exploit it, or be buried by those who do.
Customer Reviews:
A Great Motivator for Creatives.......2006-10-26
I'm not going to go into too much detail but I will say this is a great book if you have young creatives working in your company (mine is advertising) who need to understand that it is their bizarre/unorthodox way of seeing the world that got them where they are.
Is there a better book that tells someone that being crazy equals profits?
In defence of an earlier comment, I don't think anyone should be intimidated by a self-invented word like "devox." Heck the Simpson's book... the one with the big donut had 84 words that forced me to open my dictionary!
Watts Wacker et. al. are the thinking man's Faith Popcorn. Faith will give you a fish but Deviant's Advantage will teach you to fish. (Which, quite often, is what invention and creativity are about.)
Somewhat interesting, but weak thesis and sloppy editing.......2004-05-07
My goal is to become a professional pundit. So when other "pro-puns" like Watts Wacker (what a name!) write a book, I usually read it. Maybe I can pick up some pundit trick-of-the-trade. Personally, it has more to do with the scraggly beard and the Pundit Uniform (like Bran Ferrin's fishing vest) than with anything you say and do.
This book distracted be because of dozens of factual errors, from people, to products, to ideas. The errors range from small, like getting the name of the Cue:Cat bar-code scanner wrong, to major errors, like stating in several places that the book of "Genesis" starts with "In the beginning was the word". (Of course, this is how the Christian bible begins, and is not in the Jewish book of Genesis/B'reishet.) I tried to contact the authors directly about these errors, but they didn't answer my mail.
Given the poor editing, it makes me wonder about the rest of his conclusions. For example he suggests that Kodak reinvent itself by becoming the world's photo storage solution. It'll be easy for Mr. Wacker and Mr. Mathews to say in a few years---when Kodak gets in further trouble--See! You should have listened to me!
This book was an entertaining read, but really just a rehash of the old-dot-com "Viral Marketing/Let's shake things up" philosophy that died with the dotcoms. I didn't learn anything new about marketing, and the only thing I learned about punditry is I need a cool name like "Watts Wacker" to let people listen to *my* wacky ideas!
From Oddity to Conventional Wisdom to Obscurity.......2003-09-15
The Deviant's Advantage is primarily a sociological look at where new ideas and trends come from. The book goes on to make a linkage to how businesses can better monitor and apply the emerging inputs to make existing and new products and services more successful.
The authors are usually speaking about deviants and deviance in the positive sense of "something or someone operating in a defined measure away from the norm." In our quest for the "new" and "authentic," such deviances sometimes attract a wider audience. In the process of attracting that audience, the deviance is "cleaned" up to be acceptable to a broader group of people until a majority find it appealing . . . at least until the novelty wears off or something more "authentic" shows up.
To understand this process, readers will probably benefit from also reading The Tipping Point and The Anatomy of Buzz.
The authors go on to point out why this process operates more rapidly than in the past. They primarily focus on language becoming more ambiguous, science making reality less objective, and the impact of a more visually stimulated culture. The point about language is particularly well done.
Finally, the authors look at how corporations, those models of conformity, can incorporate deviance by becoming aware of it and incorporating more external perspectives. Hire differently, get new stakeholders involved, and use creative brainstorming techniques to look for potentially more valuable core competencies). This last section is filled with examples of the authors' consulting experiences with major corporations. They end up with an entertaining use of social archetypes to discuss how to disseminate ideas (trickster, clown, wizard, shaman, seer, provocateur, fool).
The authors are unusually well read and very into the latest "new, new" thing. As a result, they make many allusions that are constructive and interesting for their case.
The book does, however, (as my 3 star rating suggests) have substantial weaknesses.
First, the prose is often hard to comprehend due to allusions that are incomplete. This is the fourth sentence in the introduction. "Our simple answer is that deviance happened, and our simple bet is that the barbarians haven't even begun to party." To make matters worse, the authors like to add new terms to spice things up (devox -- "the voice, spirit, or incarnation of deviant ideas, products, and individuals"). When these terms are applied, meaning can become obscure. "Deviants seek out other deviants -- this is how 'scenes' are formed and 'scenes' eventually birth markets. The neotribe . . . ."
Second, the authors claim too much for their point. "Innovation -- all innovation, positive and negative -- begins as a deviant idea germinating in the mind of a person dwelling on the Fringe of society." You can translate that into someone who is not an average person with average behavior thought of it first. Does that amaze you? Almost no one is an average person with average behavior. Further, the importance of major innovations (such as electronics, biotechnology, new sources of energy) comes from developing concepts into reality. What difference does it make who thought of these concepts first? If you look at the important, lasting innovations, these were mostly developed within some large organization (Bell Labs for the transistor, major universities for biotechnology, Boeing for modern jet transportation and so on). Yes, the early conceptualization started with a few individuals . . . but until we develop a Borg-like mind that will happen by definition. Most of what the authors are talking about are "trendy" happenings in social situations. Even those trendy new things are often stimulated by major companies (for example, most of those trendy drinks mentioned in the book start out in the market research departments of some liquor company . . . and are then seeded into trendy bars with corporate promotional efforts). In other words, the authors are ascribing behavior to everything that only applies to some things.
Third, the authors also draw unnecessarily on shock value. Early on there is a detailed description of how HBO portrayed the new torture chic (involving intimate parts of the anatomy). How is that a positive deviation?
Fourth, in describing the application to businesses over a third of the material comes across sounding like an ad for their consulting services. That wouldn't be so bad, except that the examples mostly seem to be ones that the companies didn't use very long . . . or never started with. Those examples don't even seem to add credibility to the process.
Fifth, the authors are very interested in businesses creating new business models, usually through focusing on a new core insight into what will reward stakeholders (customers, end users, employees, shareholders, lenders, distributors, partners, etc.). But they make almost no attempt as to how to take the new core insight and apply it into making a new business model for that organization. In other words, the hard part is left out. That is surprising, because the authors describe many continuing business model innovators like Richard Branson, Dell Computer, Red Hat, and Harley-Davidson. Most companies will need a lot more guidance than this book provides for how to apply these lessons.
Ultimately, the book seems flawed more by a lack of editing than anything else. It's almost as though the editors did not have the right knowledge of business and organizations to make the material both comprehensible and relevant.
After you finish this interesting book, I suggest that you think about how you can listen more carefully to what those who are different from you are saying. Who are you ignoring now? How can you start understanding them better? If you do those things, this book will be a winner for you.
Embrace Risk.......2003-07-22
The Deviant's Advantage-Ryan Mathews and Watts Wacker
What I love about this book is that while it makes a strong case for the importance of deviant thinking in the world of business, it simultaneously explains why so little exists there, and how unlikely it is to ever appear in great abundance. It's just not the way most of the people in the corporate world have been conditioned to behave. Despite all the exhortations to "think out of the box", the vast majority of executives are simply out of their element anywhere else but inside one.
However, as the authors deconstruct the emergence of new and valuable ideas, those things destined to become the next "new" thing, they offers many pointers on how to identify these developing trends before they become mainstream. In so doing, they also coin an especially inelegant term for the originators of these ideas, the "devox" is what they call them. But this is a minor blemish on what is otherwise a truly important book. At the end of the day, what the authors argue brilliantly and illustrate repeatedly is that businesses that embrace risk may be far safer than those that avoid it.
beware consultants gushing over their patrons........2003-07-02
Here's an idea: go back to all your clients with big budgets and write a book that vomits viscous, sickening praise all over them. CEOs, especially wanna-be celebrities like Branson just LOVE to be feted. This isn't a book, it's a direct-mail piece.
I got through about 50 or so pages when I realized that life was too short. Interesting how the great geniuses of our time can't seem to cover the basics. Here's a clue-- everyone has wacky ideas-- they're written down on cocktail napkins everywhere. "Thinking out of the box" and all of its related concepts contributes to success about as much as regular bowel movements. Just once, I'd like to see someone write about "committment to follow through" or "excellence in implementation", but I suppose such ideas are too vulgar to be considered by high thinkers.
Book Description
In this annual review, leading consitutional scholars offer a timely analysis of the most important cases from Supreme Court's 2004-2005 term from classical Madisonian perspective.
Customer Reviews:
Outstanding analysis with the classical liberal perspective.......2006-11-30
This is my second Cato Review book, and it is mostly exceptional from beginning to end. I am neither a politician nor an attorney, just someone highly interested in constitutional issues and libertarian thought. The authors found a reasonable balance between scholarly essays (loaded with footnotes) and accessible, in-depth reviews of cases and the relevant concepts.
The erudition of the authors and their quality of writing is quite impressive, at least to this layman. None of the essays comes across with even a hint of mere casual thought. Rather, the authors review history, drill into the arguments from various perspectives, and speculate on future implications. For those of you who think Cato might just reflect conservative or libertarian bias, obviously a regular theme is the expansion of federal power at the expense of property rights and other classical liberal throught. Even so, the authors are not polemicists ranting from one page to another, and no justice is spared. One can predict the befuddlement over some decisions by the usual big-government suspects, yet Justice Scalia and Thomas also take their lumps.
This year's book has some particularly attractive cases that caught the public's eye. My favorite chapter was on Granholm, the case on wine and favoritism for in-state producers. Author Stuart Banner (a name unfamiliar to me) covered extensive background on key points from the old days through Prohibition and beyond, much of which was new to me, and quite fascinating. Perhaps the topic was aided by its accessibility, as opposed to the finer points of some esoteric debate.
The infamous Kelo case was combined with other decisions into another excellent essay on the decline of property rights. "The long history of judicial solicitude for the rights of property owners is simply discarded as unwanted baggage from our constitutional past.... Unless the Supreme Court breaks free of statist thinking about property, there is little prospect that property rights of individuals will be restored."
A third widely-known decision was the Grokster case on file sharing, as the Court has struggled to refine "fair use" and copyright guidelines, mostly starting with the Betamax case. The author clearly explains why the Court has not seen the last of these cases.
The book begins with a fine introductory summary of the Court's term, and a lecture by Richard Epstein on how the Progressives of the 1930s (and thereabouts) shifted constitutional thought from its original bearings to the legacy we see today. His focus is on the rise of federal power, especially through the near-limitless Commerce clause, and the decline of individual rights, with examples from labor law.
The other chapters include:
* Commerce power as demonstrated by the Raich marijuana case
* Whether enforcement of a restraining order is a right or a benefit (Castle Rock vs. Gonzales)
* Commercial speech as secondary to political speech, as demonstrated by mandatory payments to government-sponsored marketing programs
* Establishment clause cases, such as the display of the Ten Commandments
* The Arthur Andersen case and the responsibilities (and liabilities) of companies for the actions of their employees
* Booker and mandatory sentencing, with an interesting spin on the decline of jury trials
* The relevance of international court decisions to American courts.
The book concludes with a look toward the 2005-06 term. As that term has already completed, the assessment can be compared with reality, and Jonathan Adler was spot on in many predictions.
Essential Reading.......2005-12-30
There are a few books I buy with every new publication: World Almanac, The Best American Essays, Cato Handbook on Policy, Statistical Abstract of the United States, and the Cato Supreme Court Review. The one I look most forward to is the Supreme Court Review. Some people may think this book is too much a glimpse into the sausage factory, and maybe it is too esoteric for some. However, if you have any interest in the way one third of our government works then this is must read material. The Cato folks do a nice job digging into decisions made in the prior year that impact our liberty and freedom with respect to our Constitution.
While all three publications have been very well done, this publication was one I was really looking forward to in light of the devastating eminent domain decision made earlier this year with Kelo v City of New London (a major blow to individual liberty and property rights). Balanced, well researched, and cited almost to a fault, this book can be easily utilized by a law student but it is written with the laymen in mind. The format is logical for each case with an introduction, background, summary of the court's opinion, analysis, and conclusion.
In the 2004 - 2005 issue, the Cato Institute addresses some very important decisions: property rights, enumerated powers, the first amendment, the establishment clause, crime and punishment, regulatory issues, executive power and foreign affairs. It may seem trivial to some, even progressive, that major decisions have been made that violate our basic liberties with which the founders so clearly concerned themselves. But, I think that regardless of your political stance this is an important read. Heck, it may even stimulate you into action to take back your country.
I'll admit that one can hardly be expected to take in the whole book in one sitting, but for a stimulating read even in small sections this is a great addition to any library or bookshelf. Thanks Cato Institute. Keep up the fight for individual freedom and liberty --no one in government is.
Book Description
Best–selling author Andy Kessler ties up the loose ends from his provocative book, Running Money, with this history of breakthrough technology and the markets that funded them.
Expanding on themes first raised in his tour de force, Running Money, Andy Kessler unpacks the entire history of Silicon Valley and Wall Street, from the Industrial Revolution to computers, communications, money, gold and stock markets. These stories cut (by an unscrupulous editor) from the original manuscript were intended as a primer on the ways in which new technologies develop from unprofitable curiosities to essential investments. Indeed, How We Got Here is the book Kessler wishes someone had handed him on his first day as a freshman engineering student at Cornell or on the day he started on Wall Street. This book connects the dots through history to how we got to where we are today.
Customer Reviews:
Great Book.......2007-02-21
I haven't read Running Money but its next on my list. Andy Kessler does a phenomenal job on grasping your attention and then holding onto to it till the end. Very informative and educational... a must read !!
mildly entertaining.......2006-07-29
This book is a fast read and keeps your attention. I enjoyed the authors viewpoint on how recent history progressed as it did. I have not read the author's first two books "Wall Street Meat" and "Running Money", but from the reviews they are much different than this book, and have a lot to offer. He grabbed my attention, so I will add the other books to my wish list.
Fun, light reading for a sunday long bus ride...........2006-06-26
Nothing more than entretaining fare for a long tedious bus ride. Would not dissapoint the casual reader. No more no less.
Fun and Important Book.......2006-01-02
Fascinating story about the history of technology and capital markets. More fun than most books I've read, it's like riding a roller-coaster through history.
By giving us a detailed account of how these areas are interwoven, Kessler also looks to the future - showing how important it is for America (and the world) to make smart decisions that will lead to further advances.
Chris "SparkGuy" Downie
SparkPeople Founder & CEO
Not what I expected. I love his first two books much more.......2005-12-02
I rated the author's first two books "Wall Street Meat" and "Running Money" five stars with the praise that "if you like Liar's Poker, Fiasco, Pit's Bull, Confessions of a Street Addict, Trading with the Enemy..., you must not miss this one". However, this book is a >90 degree diversion of the author's prior course, which is, in my opinion, to write interesting knowledge from an analyst and a hedge fund manager's perspectives. Sorry to say that his latest work had turned into records of history falling short of sharp analysis that made his prior works so unique and outstanding. Actually, when I was reading it, "The World Is Flat: A Brief History of the Twenty-first Century by Thomas L. Friedman" which I read after "Running Money" always jumped out of my mind. Vice versa, when I was reading "Running Money". However, I am obliged to say that "The World is Flat" is a better alernative to this. For those, in particular traders and investors, who havent read any of the author's books, please read his first ones. They are great reads. For old fans of the author, you might have to change your expectation quite a bit.
Book Description
The past two decades have seen a gradual but noticeable change in the economic organization of innovative activity. Most firms used to integrate research and development with activities such as production, marketing, and distribution. Today, firms are forming joint ventures, research and development alliances, licensing deals, and a variety of other outsourcing arrangements with universities, technology-based start-ups, and other established firms. In many industries, a division of innovative labor is emerging, with a substantial increase in the licensing of existing and prospective technologies. In short, technology and knowledge are becoming definable and tradable commodities.
Although researchers have made significant advances in understanding the determinants and consequences of innovation, until recently they have paid little attention to how innovation functions as an economic process. This book examines the nature and workings of markets for intermediate technological inputs. It looks first at how industry structure, the nature of knowledge, and intellectual property rights facilitate the development of technology markets. It then examines the impacts of these markets on firm boundaries, the division of labor within the economy, industry structure, and economic growth. Finally, it examines the implications of this framework for public policy and corporate strategy. Combining theoretical perspectives from economics and management with empirical analysis, the book also draws on historical evidence and case studies to flesh out its research results.
Average customer rating:
- Outdated
- Review: Weak Content/Could Have Been Useful 5 Years Ago
- Pass
- Fake Reviews/OK Book
- Dubious Reviews
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Evolution Not Revolution: Aligning Technology with Corporate Strategy to Increase Market Valuation
John Logan
Manufacturer: McGraw-Hill
ProductGroup: Book
Binding: Hardcover
 Strategy & Competition
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| Business & Investing
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Management
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Systems & Planning
| Management & Leadership
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Public Finance
| Economics
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Corporate Finance
| Finance
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ASIN: 0071384103 |
Amazon.com
The day when information system leaders and business executives could function blissfully in their own isolated worlds is long gone--if indeed it ever really existed. John R. Logan's Evolution Not Revolution emphasizes why such professionals must now work closely together and outlines a series of six related competencies to help them do it. Logan, founder and CEO of the Aberdeen Group consulting company, says separation between these managers winds up producing a negative drag on performance that could be eliminated by introducing "a common set of management goals and principles for both to follow." Hinging everything on an overall corporate-wide information-age executive skill he dubs "emagineering," Logan spells out his approach to planning, deploying, operating, and measuring the advanced technological steps that spring from his suggested core proficiencies: fulfill the public's shifting demands, forge ties with existing customers and attract new ones, develop a common vision with business partners, maximize economic returns, execute functions on-time throughout the organization, and introduce technical operations necessary for a secure and flexible information system. "Connect the known, the suspected, and the new together," he writes, "and you will surely have the next great idea for improving the value of your company." --Howard Rothman
Book Description
Arms executives with the management skills to combine excellent strategy with flawless execution
John Logan, the visionary founder of the prestigious Aberdeen Group consulting firm, has never been one to run from a battle. In his strategic call to arms Evolution Not Revolution, Logan challenges executives and managers to stop regarding IT as just another overhead cost, and instead use IT a powerful tool to create and execute superior strategies. He introduces six competencies, designed to close the gap between a company's business and technology management functions, grow revenue for the companyand ultimately increase its market valuation.
Logan's disarmingly simple yet ingeniously interconnected six competencies will help readers develop:
- Marketing skills for strengthening existing customer bonds, while creating new classes of customers for the company to pursue
- Financial skills to pursue change in a manner that focuses on maximizing economic returns
- Information systems management skills to organize a flexible, expandable information systems architecture
Customer Reviews:
Outdated.......2005-04-21
I do NOT recommend reading this book. It is sooo outdated. Maybe this book would have salience in the mid-90s before the tech boom.
Most companies understand the issues laid out in the book now.
Review: Weak Content/Could Have Been Useful 5 Years Ago.......2004-07-05
Some guy sent this book to me (hardcover edition) about a year and a half ago, trying to get me to buy some educational training programs based on the book. I started the first page then but did not get around to reading the rest of the book until just recently.
I think Logan has done a decent job of outlining some IT adoption problems in corporations. Like some of the other reviewers have said, however, the book is simply not useful for large corporatations. It seems like Logan has always been a consultant. Never appreciating the politics and bureaucracy the IT department has to go through to implement new IT initiatives.
These guys like Logan come in with pie in the sky dreams. Fact of the matter is, we IT executives need to focus on getting maximum benefit out of minimum capital. The book simply expects too much. Dreaming.
Maybe business execs could read the book and get more out of it. But Logan is a soporiphic writer. I stopped used sleeping pills. All I needed to do was read a chapter of this book and I'd sleep well:)
Logan's problem is that he is writing a book for IT execs that he should be writing for business executives. He should have written the book with more succinct sentences. He should have cut the book in half at least.
Business guys don't like technology for the most part. To get them to pick up a boring and long book to teach them how to use IT is impossible.
That is the main problem with Logan's stuff -- ok content, terribly written, geared for the wrong audience, and pie in the sky dreams.
Overall, I would not recommend reading this book, unless you are having problems sleeping.
Maybe it would have been pertinent if I had actually gotten around to reading it when it was sent to me. The fact of the matter is that the book is now outdated.
Pass.......2004-04-28
It certainly is not one of the worst books I have read, but it is not the best. Perhaps I should be more objective. I am in charge of implementing IT initiaties for my firm. I saw the book cover and thought this might be helpful for me and my firm.
First chapter, good. Then the book got worse and worse. Clearly, the author has never worked in a large organization. He has no idea the difficulties facing CIOs in large and small companies. So while Login's ideas are ok, they have no benefit in the real corporate world in America.
But the book is not academic enough (i.e. good enough) for universities to use this.
I would NOT recommend this book. It is another one of those non-acadmemic, non-thought provoking books that just is not grounded in reality.
Fake Reviews/OK Book.......2004-04-05
I agree. Too many of these reviews look fake to me. Same day and 5 stars and flatter too much. Without little doubt I would consider many of these reviews to me marketing.
That is not right. Amazon should do something about this to ensure the integrity of these reviews.
Anyhoo, this book is decent. I'd recommend this book to mid-level managers in big firms who went to college after the tech revolution. Might have good insights for you.
But for a small firm these ideas dont work. And if you already are even broderline tech savvy, this book is not good. Basically just rehashes what everyone already knows.
If this book were written in the mid90s i would have recommended it to more people. But frankly, it is outdated now. This book came out a decade late.
I give it two stars. not horrible but not worht the money.
Dubious Reviews.......2004-03-22
Come on, the previous 3 reviews have to be fake! All were written on Feb. 17th?! All fawn over Logan and the Aberdeen Group. Reads like a marketing attempt to me.
Logan's book has some decent insights. Heck, he is right, more business and IT execs have to work together. Too many IT ventures fail.
But the book is terribly boring, even for a techie as an author.
The editor should have made the writing better.
I might give 2 stars to this, but those previous 3 reviews were soooo fake, I gotta give it 1 star to counterbalance those fake reviews.
Books:
- The Econometrics of Panel Data: A Handbook of the Theory with Applications (Advanced Studies in Theoretical and Applied Econometrics)
- The Economics of Contracts: A Primer, 2nd Edition
- The Economy As an Evolving Complex System, III: Current Perspectives and Future Directions (Santa Fe Institute Studies on the Sciences of Complexity)
- The Full Value of Parks: From Economics to the Intangible
- The Future of the Capitalist State
- The History of Econometric Ideas (Historical Perspectives on Modern Economics)
- The Kabbalah of Money: Jewish Insights on Giving, Owning, and Receiving
- The Maturing of Multinational Enterprise: American Business Abroad from 1914 to 1970 (Harvard Studies in Business History)
- The Mechanism of Catastrophe: The Turkish Pogrom Of September 6 - 7, 1955, And The Destruction Of The Greek Community Of Istanbul
- The Political Economy of Japanese Monetary Policy
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