Deviance can be positive or negative, evolutionary or revolutionary, unintentional or deliberate.
Positive deviations move you in desired directions where negative deviations do the opposite. Evolutionary deviations are incremental, where revolutionary deviations are major step changes. Unintentional deviations happen without foresight or planning as opposed to planned, deliberate deviations. You want positive deviations whether they are evolutionary, revolutionary, unintentional or deliberate.
Too many people get shunned for working harder or smarter or going an extra mile for an internal or external customer by others thinking they are being made to look bad or feeling threatened in some way. Be explicit about the need for deviance and apply the ABCs to behaviors supporting or hindering that deviance as well as to the deviance itself.