Youth find ways to change products and brands. This deviant behavior is positive because it drives innovation and helps develop lines of influence from the brand to market. Positive Deviance is driven by the fundamental need to connect.
Innovation is a social process. Youth will explore and exploit product faults and weaknesses to hack, patch and innovate technologies. The ultimate goal is to increase the Social Currency of the product and infer Belonging or Significance on the hacker. Youth Positive Deviance turned SMS from a technology used by network engineers to send text messages into a $1 trillion industry.
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