An approach to behavioral and social change based on the observation that in any community, there are people whose uncommon but successful behaviors or strategies enable them to find better solutions to a problem than their peers, despite facing similar challenges and having no extra resources or knowledge than their peers. These individuals are referred to as positive deviants. Learn more.
Executive Director, American Bicycling Education Association
Through two decades of bicycling, I observed many close calls and conflicts as an individual transportation cyclist as well as a recreational group rider. Studying the behavior of both cyclists and motorists, I became convinced that the greatest challenge facing American bicycling is lack of education, coupled with the destructive belief system Americans have developed about our roads.
It has become my mission to correct this problem and empower individual bicyclists to ride with the confidence and skills to reach any destination by bike. I believe we can transform our traffic culture, through education and social marketing, into one which recognizes that roads are for all people, not just the ones driving cars.