the p o w e r of positive deviance solutions before our very eyes 1 the premise: in every community...
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The The P o w e rP o w e rof Positive of Positive DevianceDeviance
Solutions before our very eyesSolutions before our very eyes
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The Premise:
In every community there are certain individuals whose uncommon practices/behaviors enable them to find better solutions to problems than their neighbors who have access to the same resources
Positive Deviance (PD) Positive Deviance (PD) ApproachApproach
What enables some members of the communityWhat enables some members of the community(the “Positive Deviants”) to find better solutions(the “Positive Deviants”) to find better solutionsto pervasive problems than their neighbors who to pervasive problems than their neighbors who
have access to the same resources?have access to the same resources?
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• Identifying Solutions to Community Problems Within the Community Today
The Key Question?
The Positive Deviance The Positive Deviance InquiryInquiry
The The PD InquiryPD Inquiry is the tool is the tool thatthat
enables the community to enables the community to discover the uncommon PD discover the uncommon PD
behaviors/strategiesbehaviors/strategies
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• The community must discover what the PDs are doing that is different from their neighbors
PD InquiryPD Inquiry
Establishes community behavioral Establishes community behavioral normsnorms related to the problem to be related to the problem to beaddressedaddressed
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Uncovers successful uncommonuncommon behaviors/ strategiesbehaviors/ strategies practiced by the Positive Deviants
Analyzing PD Findings
Analyzing PD Findings
PDI findings are passed through a PDI findings are passed through a conceptual “accessibility sieve”conceptual “accessibility sieve”
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Only those behaviors/strategies accessible to all are kept
The rest are “TBU,” True but Useless (i.e. not accessible to all) and are discarded
PD
Behavio
rs
PD
Behavio
rsst
rate
gie
stra
tegi
ess
pract
ices
pract
ices
Accessible to
Accessible to
AllAll
Focus on PD Focus on PD
BehaviorBehaviorWe can’t (yet) clone peopleWe can’t (yet) clone people
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• But we can adopt their successful behaviors/strategies
PD Focus on PD Focus on PracticePractice Rather than KnowledgeRather than Knowledge
““It’s easier to It’s easier to ACTACT your way into a new way of your way into a new way of THINKING, than toTHINKING, than to
THINK your way into a new way of ACTING”THINK your way into a new way of ACTING”7
PD Enables us to Act PD Enables us to Act TODAYTODAY
The presence of Positive Deviants demonstrates that The presence of Positive Deviants demonstrates that it is possible to find successful solutions TODAY it is possible to find successful solutions TODAY beforebefore all the underlying causes are addressed! all the underlying causes are addressed!
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Although most problems have complex, interlinked underlying causes . . .
PD Inquiry PD Inquiry is an “Ends” as well as is an “Ends” as well as “Means” and “Means” and MUSTMUST be repeated in be repeated in
each Communityeach Community
To To discoverdiscover successful, successful, replicable replicable PD behaviorsPD behaviors
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MEANS
ENDS
To empower community to discover and “own” their own solution, based on their own resources
The SixThe Six DDs of Positive Deviance s of Positive Deviance ApproachApproach
D
DD
D
D
DDefineefine
Define the Define the problemproblem, its perceived causes and , its perceived causes and related current practices (situation analysis)related current practices (situation analysis)
Define what a successful Define what a successful solution/outcomesolution/outcome would look like (described as a behavioral or would look like (described as a behavioral or status outcome)status outcome)
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StakeholdersStakeholders
community
community
DDefineefine
Define the problem:Define the problem:
Children from poor families are malnourishedChildren from poor families are malnourished
Commercial sex workers (CSWs) are unable Commercial sex workers (CSWs) are unable to get to get clients to use condomsclients to use condoms
Define successful Define successful solution/outcomesolution/outcome (behavior or (behavior or status):status):
Children from poor families are well Children from poor families are well nourishednourished
Commercial sex workers are able to get Commercial sex workers are able to get clients to clients to always use condomsalways use condoms
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DDetermietermi
nene Determine if there are any individuals/entities Determine if there are any individuals/entities
in community who ALREADY exhibit desired in community who ALREADY exhibit desired behavior or status (PD identification)behavior or status (PD identification)
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DDetermineetermine
Determine if there are any individuals who Determine if there are any individuals who already exhibit desired behavior (Identify PDs) :already exhibit desired behavior (Identify PDs) :
There are some children from poor There are some children from poor families who are families who are well nourishedwell nourished
Some commercial sex workers are always Some commercial sex workers are always able to able to negotiate condom usenegotiate condom use
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DDiscoveriscover
Discover uncommon practices/behaviors Discover uncommon practices/behaviors enabling the PDs to outperform/find better enabling the PDs to outperform/find better solutions to the problem than others in their solutions to the problem than others in their “community”“community”
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DDiscoveriscover
Discover PDs successful practices/strategies :Discover PDs successful practices/strategies :
PD families using PD families using activeactive feedingfeeding and and feeding children feeding children uncommonuncommon but nutritious but nutritious foods, and feeding foods, and feeding more more frequentlyfrequently
Commercial sex workers carry their own Commercial sex workers carry their own condoms, condoms, possess possess special negotiating special negotiating strategiesstrategies, including taking , including taking onus off client onus off client and relating risk to own statusand relating risk to own status
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esignesign
Design and implement activities enabling Design and implement activities enabling others in “community” to access and others in “community” to access and PRACTICE new behaviors (focus on “doing” PRACTICE new behaviors (focus on “doing” rather than transfer of knowledge)rather than transfer of knowledge)
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D
esignesign
Design intervention enabling others to practice Design intervention enabling others to practice new behaviors :new behaviors :
Create a Nutrition Program to which parents Create a Nutrition Program to which parents of of malnourished children bring malnourished children bring daily daily contributionscontributions of of uncommon PD foods, uncommon PD foods, practice active feedingpractice active feeding
Enlist willing commercial sex workers as Enlist willing commercial sex workers as peer peer educators, sharing and educators, sharing and role playingrole playing successful successful condom use strategiescondom use strategies with other with other CSWsCSWs
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D
DDiscerniscern Discerns the effectiveness of activities or Discerns the effectiveness of activities or
project through ongoing monitoring and project through ongoing monitoring and evaluationevaluation
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community
DDiscerniscern
Discern effectiveness of intervention (Discern effectiveness of intervention (M/EM/E):):
Measure change in Measure change in nutritional statusnutritional status of of children in programchildren in program and spillover effect on and spillover effect on all all children in communitychildren in community over time over time
Measure CSW’s reported Measure CSW’s reported increaseincrease in in exclusive exclusive condom usecondom use
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DDisseminateisseminateDisseminate successful process to Disseminate successful process to
appropriate “other” (scaling up)appropriate “other” (scaling up)
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DisseminateDisseminate
DDisseminateisseminate
Disseminate to Appropriate Others:Disseminate to Appropriate Others:
Create a “Living University” (Social Create a “Living University” (Social Laboratory) Laboratory) where others wishing to where others wishing to replicate the program come replicate the program come for for hands-on hands-on participationparticipation in successful ongoing in successful ongoing programsprograms
Create a “Living University” (Social Create a “Living University” (Social Laboratory) Laboratory) where others wishing to where others wishing to replicate the program come replicate the program come for for hands-on hands-on participationparticipation in successful ongoing in successful ongoing programsprograms
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Positive Positive DDevianceeviance
DDetermineetermine
DDiscoveriscover
DDesignesign
DDiscerniscernDDisseminateisseminate
DDefineefine
Fixed Solution Space
Traditional
Flows from problem analysis towards solution
PD
Flows from identification and analysis of successful solution to problem solving
Expanded
Solution Space
Actual Problem
Parameters
Actual Problem
Parameters
Actual Problem
Parameters
Perc
eiv
ed
P
rob
lem
P
ara
mete
rs
Perceived Problem Parameters
Perc
eiv
ed
P
rob
lem
P
ara
mete
rs
Traditional vs PD Problem Solving Approach
PD: Crossing The PD: Crossing The “Knowledge/Behavior “Knowledge/Behavior
Change Gap”Change Gap”
Knowledge Behavior change
•Perceived advantage
•Opportunity for practice
•Social proof
TRADITIONAL VS POSITIVE DEVIANCE TRADITIONAL VS POSITIVE DEVIANCE PROBLEM SOLVING APPROACH PROBLEM SOLVING APPROACH
TRADITIONALTRADITIONAL
Externally Fueled (by Externally Fueled (by “experts” or internal “experts” or internal authority)authority)
Top-down, Outside-inTop-down, Outside-in
Deficit Based “What’s wrong Deficit Based “What’s wrong here?”here?”
Begins with analysis of Begins with analysis of underlying causes of underlying causes of PROBLEMPROBLEM
Solution Space Solution Space limitedlimited by by perceivedperceived problem problem parameters parameters
Triggers Immune System Triggers Immune System “defense response”“defense response”
POSITIVE DEVIANCEPOSITIVE DEVIANCE
Internally Fueled (by “people Internally Fueled (by “people like us”, same culture and like us”, same culture and resources)resources)
Down-up, Inside-outDown-up, Inside-out
Asset Based “What’s right Asset Based “What’s right here?”here?”
Begins with analysis of Begins with analysis of demonstrably successful demonstrably successful SOLUTIONSSOLUTIONS
Solution Space Solution Space enlargedenlarged through discovery of through discovery of actualactual parametersparameters
Bypasses Immune System Bypasses Immune System (solution shares same (solution shares same “DNA” as host)“DNA” as host)
PD and Attributes Dictating PD and Attributes Dictating “Speed of Adoption of Innovation”“Speed of Adoption of Innovation”
Diffusion AttributesDiffusion Attributes relative advantage relative advantage
compatibility compatibility
complexity complexity
triability triability
observability observability
Everett Rogers “Diffusion of Everett Rogers “Diffusion of Innovation”Innovation”
PD Behavior InnovationPD Behavior Innovation identifiedidentified as as
“advantageous”“advantageous”
created created withinwithin cultural cultural
contextcontext
Requires no special Requires no special
resources resources
opportunity to practice opportunity to practice
through PDI and personal through PDI and personal
experienceexperience
Geoffrey A Moore. Crossing the Chasm.
PD & The Diffusion of Innovation Life-Cycle
Community participates in discovery of innovation
Thereby jumping the “early adopters/early majority” chasm
Current Applications of Positive Current Applications of Positive DevianceDeviance
Programmatic context Countries
Childhood development & Malnutrition (PD/Hearth)
More than 40 countries throughout the world
HIV/AIDS risk reduction Myanmar, Indonesia, Viet Nam
Antenatal care, Maternal & Newborn Care, Breastfeeding
Egypt, Pakistan
Viet Nam
Female Genital Cutting Egypt
Girl Trafficking Indonesia, Nepal
Education Issues Argentina, US (NSDC)
Quality of Health Care US
(Waterbury Hospital, Connecticut)
Illustrative Uses Of Positive Illustrative Uses Of Positive DevianceDeviance
ISSUE
HIV/AIDS GOOD NUTRITION STATUS ETHNIC CONFLICT TRAFFICKING OF GIRLS EXCLUSIVE BF HEALTHY PREGNANCY ACCESS GIRLS EDUCATION ERRADICATION FGC
“COMMUNITY” Brothel Clients Commercial Sex Worker Drug Users Adolescents Law Enforcement Agents Widows of AIDS victims Residents w/ high obesity Poor Villages with high
incidence of malnutrition Communities with high
incidence of conflict Communities with high
incidence of trafficking Mothers of infants <6mos. Pregnant women Husbands of Pregnant
women School age girls Girls 8-13 years old Parents/ grandparents Husbands Religious leaders
PD BEHAVIOR/STATUS Exclusive condom use Exclusive condom use Use of clean needles Exc. condom use/ Abstinence No punishment condom
poss. Able support children Well nourished/ non-obese Poor well nourished child Community w/ no conflict Families with no girls
trafficked Mothers exclusively BF Resting last mo. pregnancy Doing work for wives Girls attending school Not circumcised Against FGM Married uncircumcised
women Openly opposed to practice
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