Positive deviants are people who can outperform others in their group despite having access to the same resources. The first successful large-scale field application of positive deviance was initiated in Vietnam in early 1991 to address the problem of childhood malnutrition. Marshall Thurber teaches that in our networked world, the most effective way to run a profitable business is to employ 'win-win' strategies of cooperation that build integrity and foster social responsibility. 

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