"They forbade me from flying, despite all my protests and arguments. After being once in space, I was desperately keen to go back there. But it didn't happen."

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Positive deviance means doing the right thing for sustainability, despite being surrounded by the wrong institutional structures, the wrong processes and stubbornly uncooperative people. That is what sustainability-literate leadership means today. Surrounded by evidence of rampant unsustainability it is not possible to say 'I did not know'

— Sara Parkin