Don’t be afraid of deviants. They just may save your business.In today's challenging and sometimes puzzling business environment, deviance equals innovation--the kind of breakthrough thinking that creates new markets and tumbles traditional ones. In The Deviant's Advantage, two of America's most respected futurists show how this deviance proceeds along a traceable trajectory, explaining 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 • Hugh Hefner, the creator of Playboy, transformed into a cultural icon with decidedly Puritan sensibilitiesTomorrow'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.