Positive Deviance: The Invisible Path to Societal Change

Have you ever noticed someone in your community doing something small yet unusual, like picking up litter during their daily walk, or always making a point to include the quiet voices in a meeting? These acts might seem minor, but they are examples of 'positive deviance'—simple actions that can lead to significant societal change.

In general, there are two ways to make a positive contribution to the world: positive results and positive deviance.

Let's define our terms: 'Positive results' refer to tangible achievements and products that visibly improve our world, like a successful fundraiser or a groundbreaking invention. In contrast, 'positive deviance' involves subtle, often overlooked actions that challenge and change societal norms for the better, like consistently promoting inclusivity in everyday interactions.

Positive results refer to the tangible changes we make in the world: the concrete outcomes and accomplishments that visibly improve our surroundings. These can range from small-scale projects like a bake sale that raises funds for a community cause, to larger impacts such as groundbreaking scientific discoveries, influential books that spark new conversations, innovative products that enhance daily life, or legislative reforms that address social injustices.

An example is a community garden initiative, not only beautifying a neighborhood but also providing fresh produce to its residents, or a new recycling policy resulting from a grassroots campaign that significantly reduces local waste. Positive results are changes to the 'what.'

In contrast, positive deviance focuses on the subtler changes in 'how' we behave and interact: the ways we subtly shift cultures and norms for the better. These acts of positive deviance might not always be grand in scale but are equally impactful.

It could be as simple as a neighbor who makes a point of warmly greeting everyone during her morning walks, challenging the norm of indifference in her community. Or consider a workplace leader who actively ensures that quieter voices, often overlooked, are heard and valued in meetings. These are acts of positive deviance – behaviors that stand out not because they follow the crowd, but precisely because they forge a better path.

Both are legitimate ways to change the world.

One might argue that these small acts of positive deviance are too insignificant to make any real difference, especially when compared to large-scale, tangible achievements. However, history and social science tell us otherwise. The accumulation of these small acts can gradually shift societal norms, creating lasting change in ways that are not immediately apparent but deeply transformative over time.

This is worth saying out loud because it’s hard to believe. Positive results are more tangible because changes to the "what" are very visible. You can count the money a bake sale raises, just like you can feel the healing in your body when taking a new medicine. Additionally, you can point to the team that got the result and say their names out loud. Both the effort of results and the outputs of result are concentrated in a thing.

Positive deviance is less tangible, in fact, it’s often subtle or even invisible. You hardly notice when a neighbor smiles at you or when a meeting facilitator creates the space to contribute for people who are usually ignored. People who act as positive deviants do this over and over, they change norms drop by drop to the point where nobody realizes that their behavior has spread and has become the new normal. Unlike positive results, both the efforts and the outputs of positive deviances are distributed. The work to change norms usually isn’t concentrated or centralized, and the results aren’t woven into something you can touch or feel. It just happens.

But that doesn’t mean it doesn’t change the world. It absolutely does. Culture has value. When you make change drop by drop, and spread that new norm person by person, block by block, over time, that behavior that started with one little drop becomes an ocean. That ocean of positive culture, norms, and behaviors has immense value.

Often, the path of positive deviance feels illegitimate because it’s hard to point to and see and feel. It's easy to feel discouraged because the acts of individual people can’t be easily credited with the sea change they contribute to. But these actions are legitimate. Although it's hard to pinpoint exactly where that water came from or who brought it there, it didn’t just appear out of nowhere. People made it happen, drop by drop.

Making change happen drop by drop instead of from concentrate doesn’t make it any less legitimate - it’s just less visible.

I say all this because being a positive deviant is discouraging. As a positive deviant, you act with so much courage to behave in a way that’s not normal. You bear this risk to behave better, knowing that you might get ostracized or punished for it. And then, drop by drop, things change and you get no reward and usually not any recognition. The culture changes, but most people forget that the ocean didn’t just appear out of nowhere.

Changing the "what" gets a lot of applause, changing the "how" does not.

I know this firsthand from my professional life. Most organizations promote people and even give informal recognition based on results. People get rewarded based on who brings home the results, not on who shifts norms. It’s maddening that invisible work is hard to celebrate and reward - especially if you’re the one doing it.

I understand it though, because after all in the world results do matter. Culture is not something that feeds the hungry or pays the bills. And, structurally it’s much easier to point to something tangible than something invisible. I’m not advocating for positive deviants to get more credit and rewards than they do - I honestly don’t think that’ll ever happen at scale because the cards are stacked against that happening.

But if you’re a positive deviant, too, I think we should do it anyway. I was talking at lunch with Lindsay, my team leader at work, about character and that’s something she said that stuck with me, “do it anyway.” That’s an essential way of describing character, right? If something is the right thing to do, a positive thing to do - you don’t do it only if you get applause for it, you do it anyway.

The work to behave differently is legitimate. The work to change culture and shift norms is legitimate. Just because it’s not visible doesn’t make it any less legitimate. The work of changing the "how" through positive deviance is a legitimate way to change the world, and even though it’s discouraging that it’s often invisible, we should do it anyway.