Seek to pull themselves to the farthest reaches of the distribution curve. The long tail. The fringe - where freedom exists and real change can happen. These people, organizations and brands seek fundamental change. They seek to innovate and expand what is possible – literally pushing the curve out to previously unforeseen places. These are the crusaders, the visionaries. The people with the courage and the conviction to make real change and make a real difference. This is less than 1% of people, organizations and brands. While the Deviants are statistically insignificant, they historically make the biggest difference and the most amount of positive, durable impact.