This study aims to explore how the Positive Deviance approach can be adapted to identify and prioritize rural development interventions for diverse farming households that pursue multiple objectives. We describe the adapted approach, consisting of three research steps, and a case study implementation in Tanzania. Based on this experience,  the potential of the Positive Deviance approach for household-specific prioritization of multi-objective development opportunities is discussed

Sustainable intensification (SI) is promoted as a rural development paradigm for sub-Saharan Africa. Achieving SI requires smallholder farmers to have access toinformation that is context-specific, increases their decision-making capacities, andadapts to changing environments. Current extension services often struggle toaddress these needs. New mobile phone-based services can help.