Helen Edwards joins us for part 1 of a 2-part episode on her book, "From Marginal to Mainstream Why Tomorrow's brand growth will come from the Fringes – and How to get there first." Her book shows why businesses, marketers and entrepreneurs need to break free from their 'mainstream inhibition' and turn their attention to the margins - to confront, evaluate and embrace the 'strangeness' of behaviours, ideas and ways of life at the fringes.

Using original research and analysis of the brands that have successfully backed marginal behaviours, Helen provides a framework for understanding and evaluating this non-obvious, untapped potential. Marginal behaviours may be unpromising, untested, weird, even sometimes repulsive - yet they can point the way to the future. Today's margins are tomorrow's pot of gold - if you know where and how to look.