Norm, deviant and diffuse
Social innovation is very serious business, with profound human consequences. But it has been largely misinterpreted: as creativity, as an expression of noble character or as a pretense to teach business and entrepreneurial skills. In response, GreenHouse has developed and publicly released a foundational framework for social innovation – called Innovation Dynamics – grounded in both social science and empirical research over seven years of projects in the public, private, social and academic sectors.
At its core, social innovation involves three steps: revealing the social norm that holds the undesirable conditions in place; identifying or creating a deviant from that norm; and diffusing the deviance through a sufficient number and breadth of reference groups.
The methodology is being taught in universities – including in the first-ever professional doctorate in social innovation – and in the private sector, and is now available to the public.