The term "positive deviance" originates from social change research, describing individuals or groups who find better solutions than their peers despite facing similar challenges and having no extra resources. They succeed by approaching problems differently.

This concept perfectly captures our philosophy: transformative change often comes from the ground up, not the top down. We believe the most effective technology integration happens when organizations focus first on understanding their unique needs and capabilities, then build solutions that enhance their existing strengths.

The Inspiration

In nature, the cuttlefish embodies positive deviance perfectly. Despite lacking the hard shell protection of other marine creatures, it thrives through remarkable adaptability. Using specialized skin cells, it can transform its appearance in ways that go far beyond simple camouflage. The cuttlefish doesn't just change colors – it can instantly alter its skin texture and structure, creating complex patterns and even three-dimensional shapes. This sophisticated transformation allows it to blend seamlessly with coral, rocks, or seaweed, communicate with potential mates, or confuse predators.

The Application

This extraordinary ability mirrors what we believe small and medium-sized businesses can achieve.Just as the cuttlefish doesn't simply change its color but fundamentally transforms its appearance and structure, successful businesses today must evolve beyond surface-level technology adoption. Implementing AI isn't about adding another tool – it's about thoughtfully enhancing how you operate, communicate, and deliver value.

Like the cuttlefish, small and medium-sized businesses can turn their size into an advantage. Without the rigid structures of larger organizations, they can adapt quickly, experiment with AI solutions, and implement new approaches in ways that larger competitors often can't match. They can reshape their operations to seize opportunities and respond to challenges, moving with an agility that larger enterprises envy.

Positive Deviant Labs exists to make thoughtful technology implementation accessible to organizations of all sizes, ensuring technological advancement enhances rather than replaces human capabilities.

The seeds of Positive Deviant Labs were planted through years of observing a fascinating paradox in how organizations approach technology. While leading marketing for a small but mighty team, I witnessed firsthand how nimble organizations could effectively integrate new technologies with limited resources. This experience stood in sharp contrast to my work with large enterprises, where despite abundant resources, technology initiatives often struggled to gain traction.

Large organizations typically approach technology adoption—whether AI or other transformative tools—through top-down mandates. Some create entire departments around new technologies, while others launch scattered pilot programs. Many, surprisingly, remain in wait-and-see mode. Yet regardless of the approach, the results often fall short of expectations. The challenge isn't the technology itself; it's the human element of adoption and integration.

This observation became even more compelling in early 2024 as artificial intelligence emerged as a game-changing force. While large enterprises grappled with implementation challenges, smaller organizations faced a different dilemma - they needed AI to compete but lacked the guidance to implement it effectively.

Technology—whether AI or other tools—should enable and enhance, not replace or complicate. We help organizations identify and implement the right technologies in ways that amplify their unique advantages. This begins with understanding that technology itself is never the solution; it's how you integrate it into your human processes that creates value.

We believe in rolling up our sleeves and working alongside our clients. Our consulting isn't about delivering presentations and walking away—it's about practical, sustainable implementation that creates lasting value.

Our own products reflect our belief in experimentation and innovation. Sass-e, our educational GPT, was born from a vision to make learning more engaging and sticky through AI-enhanced interactions. Candid, our cognitive bias sleuth, explores how AI can help individuals navigate an increasingly complex information landscape.

These ventures represent our commitment to pushing boundaries and exploring new possibilities. While distinct from our consulting work, they embody our experimental spirit and dedication to finding novel solutions to complex problems.