‘The edge is where innovation builds its first audience,’ according to The Deviant’s Advantage authors Ryan Mathews and Watts Wacker, and in this session we look at the role that deviancy – which is all about being different, contrary to, or ahead of the mainstream in terms of your thinking, choices or decision-making processes – plays in identifying and driving new trends and innovations, as well as why deviant or divergent thinking is a skill to be cultivated by forecasters.