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Editorial Reviews
From Publishers Weekly
Consultants (and "futurists") Mathews and Wacker present a book about cashing in on weird ideas. Defining deviance as "something or someone operating in a defined measure away from the norm," the authors examine the transformation that takes fringe ideas-such as jazz, holistic medicine, and even personal computing-into mass markets. They use examples such as Virgin mogul Richard Branson (whom they call a "poster boy" for deviance, because of his notion that everyday people should be able to have a lifestyle that would normally be closed to them) to show the process of taking a peripheral idea mainstream and applying it to one's business, even addressing the inevitable occurrence of the once-fringe idea becoming cliché. Although laden with trendy made-up words, e.g., "devox" and "prescreen," Mathews's and Wacker's intriguing book is a fun mix of business savvy and social commentary that will surely appeal to the Fast Company crowd.
Copyright 2002 Reed Business Information, Inc.
The New York Times, August 25th 2002
...intriguing .... written in an engaging and often humorous way with a minimum of consultant-speak.
See all Editorial Reviews
Consultants (and "futurists") Mathews and Wacker present a book about cashing in on weird ideas. Defining deviance as "something or someone operating in a defined measure away from the norm," the authors examine the transformation that takes fringe ideas-such as jazz, holistic medicine, and even personal computing-into mass markets. They use examples such as Virgin mogul Richard Branson (whom they call a "poster boy" for deviance, because of his notion that everyday people should be able to have a lifestyle that would normally be closed to them) to show the process of taking a peripheral idea mainstream and applying it to one's business, even addressing the inevitable occurrence of the once-fringe idea becoming cliché. Although laden with trendy made-up words, e.g., "devox" and "prescreen," Mathews's and Wacker's intriguing book is a fun mix of business savvy and social commentary that will surely appeal to the Fast Company crowd.
Copyright 2002 Reed Business Information, Inc.
The New York Times, August 25th 2002
...intriguing .... written in an engaging and often humorous way with a minimum of consultant-speak.
See all Editorial Reviews
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