web pd intro_2005
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Positive Deviance Approach
For Behavior & Social Change
Funded through the Ford FoundationTufts University
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The P o w e rP o w e rof Positive Deviance
Solutions before our very eyes
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
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Positive Deviance (PD) Approach
What enables some members of the community(the “Positive Deviants”) to find better solutionsto pervasive problems than their neighbors who have
access to the same resources?
• Identifying Solutions to Community Problems Within the Community Today
The Key Question?
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Positive Deviance
Inquiry
Establishes community behavioral normsnorms related to the problem to be addressed
Enables community to discover successful uncommonuncommon behaviors/ strategiesbehaviors/ strategies practiced by the Positive Deviants
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Analyzing PD Findings
PDI findings are passed through a PDI findings are passed through a conceptual “accessibility sieve”conceptual “accessibility sieve”
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
Beh
avio
rs
PD
Beh
avio
rsBeh
avio
rs
Behav
iors
Behaviors
Behaviors
Accessible to All
Accessible to All
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Focus on PD Focus on PD BehaviorBehavior
• We can’t (yet) clone people
• But we can adopt their successful behaviors/strategies
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PD Focus on Practice Rather than Knowledge
“It’s easier to ACTACT your way into a new way of THINKING, than to
THINK your way into a new way of ACTING”
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PD Enables us to Act TODAY
The presence of Positive Deviants demonstrates that it is possible to find successful solutions TODAY before all the underlying causes
are addressed!
Although most problems have complex, interlinked underlying causes . . .
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The Four Ds of Positive Deviance Approach
D
D
D
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DDefineefine
• Define the problem, its perceived causes and related current practices (situation analysis)
• Define what a successful outcome would look like (described as a behavioral or status outcome)
DDefineefine
DDefineefine
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Determine
• Determine if there are any individuals or entities in community who ALREADY exhibit desired behavior or status (PD identification)
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Discover
• Discover uncommon practices/behaviors enabling the PDs to outperform/find better solutions to the problem than others in their “community”
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esign
• Design and implement intervention enabling others in “community” to access and PRACTICE new behaviors (focus on “doing” rather than transfer of knowledge)
D
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Positive Deviance Process
DDetermineetermine
DDiscoveriscover
DDesignesign
DDefineefine
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Fixed Solution Space
Traditional
Flows from problem analysis towards solution
Expanded Solution Space
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
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PD: Crossing The “Knowledge/Behavior Change
Gap”
Knowledge Behavior change
•Perceived advantage
•Opportunity for practice
•Social proof
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TRADITIONAL VS POSITIVE DEVIANCE PROBLEM SOLVING APPROACH
TRADITIONAL
Externally Fueled (by “experts” or internal authority)
Top-down, Outside-in
Deficit Based “What’s wrong here?”
Begins with analysis of underlying causes of PROBLEM
Solution Space limited by perceived problem parameters
Triggers Immune System “defense response”
POSITIVE DEVIANCE
Internally Fueled (by “people like us”, same culture and resources)
Down-up, Inside-out
Asset Based “What’s right here?”
Begins with analysis of demonstrably successful SOLUTIONS
Solution Space enlarged through discovery of actual parameters
Bypasses Immune System (solution shares same “DNA” as host)
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PD and Attributes Dictating “Speed of Adoption of
Innovation”
Diffusion Attributes
• relative advantage
• compatibility
• complexity
• triability
• observability
Everett Rogers “Diffusion of Innovation”
PD Behavior Innovation
• identified as “advantageous”
• created within cultural context
• Requires no special resources
• opportunity to practice
• through PDI and personal
experience
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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
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Current Applications of Positive Deviance
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)