Positive deviants do so usually because they cannot see how they can do what they need to do within the confines of specific rules.
People change faster than organizations. As a collective, an organization naturally moves towards order and convention. However, in the VUCA environment of today, constant innovation and change is the new convention.
Positive Deviancy attracts a range of responses, depending on where a company is located on the spectrum from highly conservative to openly progressive.
In a conservative environment, positive deviants are seen as trouble-makers and disruptive. They are tolerated because they get results, however, they face significant opposition, and may eventually leave out of pure frustration. Or they get forced out.