SOCIAL INNOVATION - definition and process

Summary

In this video, Miguel delves into social innovation, emphasizing its importance beyond technological advancements. He discusses the need for cultural and social behavioral changes for sustainability, using traffic issues as an example. The video introduces three definitions of social innovation, highlighting its origin, impact on society, and the collaborative nature of the organizations involved. It also touches on the concept of the social economy and outlines a six-phase process for social innovation, from inspiration to systemic change, using BlablaCar as a case study.

Takeaways

• 🌟 Social innovation is a shift from focusing solely on technological and scientific advancements to considering cultural and social behaviors that contribute to sustainability.
• 🚗 An example of social innovation is carpooling, which addresses the problem of urban traffic by changing how people think about car ownership and transportation.
• 🔍 According to Manzini, to achieve sustainability and maintain quality of life, we must learn to live happily while consuming less, which is a key aspect of social innovation.
• 📚 Tim Brown's book 'Change by Design' outlines four types of innovation: incremental, offering, evolutionary, and revolutionary, with social innovation often requiring revolutionary approaches.
• 💡 The definition of social innovation from 'The Open Book of Social Innovation' by Nesta and the Young Foundation emphasizes new ideas that solve social problems and enhance society's capacity to act.
• 🔗 Social innovation often involves collaboration and networking, creating a positive impact not just for users but for the whole society.
• 🌐 The social economy, where social innovation often resides, is characterized by distributed networks, blurred boundaries between consumption and production, continuous user interaction, and strong values and missions.
• 🚀 The process of social innovation includes six phases: prompt, proposals, prototyping, sustaining, scaling, and systemic change, which guide the development and implementation of innovative ideas.
• 🤝 Collaboration is crucial in the social innovation process, as it allows for the gathering of diverse perspectives and the combination of ideas to create successful solutions.
• 🌱 Successful social innovation can lead to systemic change, where the broader system and its interconnections evolve to reflect the new, more sustainable ways of thinking and behaving.

Q & A

What is the main focus of the video script?

The main focus of the video script is to explore the concept of social innovation, its definition, process, and examples of how it can be implemented to create a more sustainable society.

Why is social innovation important according to the script?

Social innovation is important because it addresses the need to shift from solely technological and scientific innovation to considering cultural and social behaviors that can lead to sustainability.

What is an example given in the script to illustrate the need for social innovation?

The script uses the example of traffic problems in cities, where even the most technologically advanced ecological cars would not solve the issue if every family continues to own multiple cars, indicating the need to rethink how we move from point A to point B.

Who is Manzini and what does he suggest regarding sustainability?

Manzini is mentioned as someone who talks about the need for a shift in thinking to achieve sustainability and maintain quality of life while consuming less.

What are the four types of innovation suggested by Tim Brown in his book 'Change by Design'?

Tim Brown suggests four types of innovation: incremental innovation, offering evolution, new-to-the-world innovation, and adaptive innovation.

What does the script suggest is the role of social innovation in solving complex problems?

The script suggests that social innovation is a new type of innovation that allows us to live happily while consuming much less, which is crucial for addressing complex problems like sustainability.

What is the definition of social innovation given in the script?

Social innovation is defined as new ideas that solve social problems or answer social needs by creating collaboration and networking, benefiting society as a whole and enhancing society's capacity to act.

What are the three elements that must be present to define a case as social innovation according to the script?

The three elements are: the origin must answer a real social need, the type of organization should involve networks and collaboration, and the outcome should have a positive impact on the whole society.

What is an example of social innovation mentioned in the script?

An example of social innovation mentioned is carpooling, specifically BlablaCar, which uses technology to create a global network of people sharing rides, reducing traffic and having a broader impact on society.

What is the social economy and how does it relate to social innovation?

The social economy is based on distributed networks, blurred boundaries between consumption and production, continuous interaction between users, and strong values and missions. It relates to social innovation by providing a context where social innovation can thrive and be implemented.

What are the six phases of the social innovation process described in the script?

The six phases of the social innovation process are: prompt, inspiration, proposals, prototyping, sustaining, scaling, and systemic change.

Outlines

00:00

🚀 Introduction to Social Innovation

The script begins with an introduction by Miguel, who sets the stage for a discussion on social innovation. He emphasizes the need to broaden our understanding of innovation beyond technological and scientific advancements to include cultural and social changes that promote sustainability. Using the example of urban traffic, Miguel illustrates how technological solutions alone are insufficient if behavioral patterns remain unchanged. He introduces the concept of social innovation as a way to live happily while consuming less, referencing the ideas of Manzini. The paragraph also touches on Tim Brown's book 'Change by Design,' which outlines four types of innovation: incremental, evolutionary, adaptive, and revolutionary, setting the stage for a deeper dive into social innovation.

05:01

🌟 Defining Social Innovation

This paragraph delves into the definitions of social innovation as presented in the book 'Social Innovation' by Nesta and the Young Foundation. It explains that social innovation involves new ideas that address social needs and problems by fostering collaboration and networking. The paragraph introduces three key definitions that highlight the impact on society as a whole, the origins of social innovation from various sectors, and the importance of understanding what constitutes social innovation. An example of carpooling, and how it has evolved with technology into platforms like BlaBlaCar, is used to illustrate how social innovation can lead to more sustainable mobility solutions, benefiting not just individual users but society at large.

10:01

🌐 The Social Economy and Social Innovation

The script continues by positioning social innovation within the larger context of the social economy. It outlines the characteristics of the social economy, including distributed networks, blurred boundaries between consumption and production, continuous user interaction, and strong values and missions. The example of BlaBlaCar is revisited to demonstrate how it embodies these principles, with a focus on reducing traffic and fostering trust among users. The paragraph emphasizes the interconnectedness of technological, social, and cultural innovations in creating sustainable solutions.

15:02

🔄 The Process of Social Innovation

The final paragraph outlines the process of social innovation, which involves six phases: prompt, inspiration and awareness, proposals, prototyping, sustaining, scaling, and systemic change. It discusses the importance of identifying crises or opportunities, gathering data, organizing knowledge, and generating ideas collaboratively. The paragraph stresses the significance of prototyping as a means to test ideas early and avoid significant time and resource wastage. It also touches on the steps needed to make an idea sustainable and the potential for systemic change when social innovation is successful, concluding with a reference to further readings and exercises to deepen understanding.

Keywords

💡Social Innovation

Social innovation refers to the process of developing new ideas that address social needs and problems. It involves creating collaborations and networks to improve society's capacity to act. In the video, social innovation is discussed as a shift from technological and scientific innovation to include cultural and social behavioral changes for sustainability. An example given is carpooling, which is a social innovation that reduces traffic and promotes sustainable mobility by changing how people think about car ownership and transportation.

💡Sustainability

Sustainability in the context of the video is about achieving a balance between environmental responsibility, economic growth, and social well-being. It is linked to social innovation as it requires changes in cultural and social behaviors to ensure that we can live happily while consuming less. The video emphasizes the need for sustainable practices as a response to the wicked problem of traffic and environmental concerns.

💡Cultural and Social Behaviors

Cultural and social behaviors are the patterns of actions, interactions, and practices that are learned, shared, and transmitted within a society. The video suggests that to achieve sustainability, it is necessary to shift our focus from just technological innovation to also include changes in these behaviors. This shift is crucial for addressing complex societal issues like traffic congestion, which cannot be solved by technology alone but requires a change in how we use and think about resources.

💡Innovation

Innovation, as discussed in the video, is not limited to technological advancements but also encompasses new ideas and methods that can lead to improvements in various sectors. It is defined as something new that can be incremental or revolutionary. The video references Tim Brown's 'Change by Design', which outlines four types of innovation: incremental, offering, evolutionary, and revolutionary, each with different levels of risk and impact.

💡Complex Problem

A complex problem, as mentioned in the video, is a challenge that is difficult to solve due to its multifaceted nature and interdependencies. Social innovation is presented as a way to address these complex problems by rethinking and changing societal behaviors and structures. An example of a complex problem discussed is traffic, which cannot be solved by technological means alone but requires a social innovation approach.

💡Collaboration and Networking

Collaboration and networking are key components of social innovation. They involve working together and creating connections between different individuals or groups to achieve a common goal. The video uses carpooling as an example, where people collaborate and network to share rides, reducing traffic and promoting a more sustainable way of mobility.

💡Social Economy

The social economy is a concept that underpins social innovation. It is based on distributed networks, blurred boundaries between consumption and production, continuous interaction between users, and strong values and missions. The video explains that the social economy is not just about economic transactions but also about creating social value and fostering community engagement.

💡Carpooling

Carpooling is highlighted in the video as a practical example of social innovation. It is a system where people share rides, reducing the number of cars on the road and promoting a more sustainable form of transportation. The video discusses how modern technology has enabled carpooling to evolve into a global network, allowing people to connect and share rides with strangers, thus addressing the social need for reduced traffic and environmental impact.

💡Systemic Change

Systemic change refers to a transformation at the systemic level, where the structures and relationships within a system are altered. In the context of the video, successful social innovation can lead to systemic change, where the way things are done and the connections between different elements of society are redefined. This is the ultimate goal of social innovation, as it aims to create lasting and widespread positive impacts.

💡Prototyping

Prototyping in the video is described as a crucial phase in the social innovation process. It involves creating a preliminary model or version of an idea to test its feasibility and effectiveness. The video emphasizes the importance of prototyping as it allows for early testing and iteration, reducing the risk of investing significant resources into an idea that may not work.

Highlights

Introduction to the concept of social innovation and its importance for sustainability.

The need to shift from technological innovation to cultural and social innovation for a more sustainable future.

Example of traffic problem and how social behavior change can be more effective than technological solutions.

Manzini's perspective on sustainability and the importance of consuming less while living happily.

Definition of social innovation as new ideas that solve social problems and create collaboration.

Three key definitions of social innovation that highlight its origin, impact, and the sectors it comes from.

The importance of assessing the origin, organization, and outcome when identifying social innovation.

Carpooling as an example of social innovation that addresses the need for sustainable urban mobility.

BlaBlaCar as a case study of social innovation that combines technological and social aspects.

The social economy as a broader concept that includes social innovation and its characteristics.

The six-phase process of social innovation, from prompt to systemic change.

The role of prompts and inspiration in the social innovation process.

The importance of prototyping in the early stages of social innovation.

Sustainability as a key factor in the development of social innovation.

Scaling as a phase in social innovation where successful ideas are expanded.

Systemic change as the ultimate goal of social innovation, leading to broader societal transformations.

Conclusion and call to action for further exploration of social innovation through readings and exercises.

Transcripts

hello everyone my name is yet Miguel and

this is social innovation for is abroad

Milan today we go into the heart of

social innovation and we will explore

the definition of social innovation and

its process

why are we talking about social

innovation remember we're Hamilton from

our last class Hamilton suggested that

we need to shift from thinking about

innovation only in a technological and

scientific innovation and think about

cultural and social behaviors that we

should change in order to be more

sustainable let me give you an example

think about traffic one of the main

problems of our cities today we can

create by technology and science the

most technological ecological car but we

will still be having traffic if every

family will continue to own one or two

cars so we need to think about the way

we behave and rethink about how we move

from point A to point B Manzini is also

talking about this shift he is saying

that in order to reach sustainability

and keep our quality of life we have to

learn and live in a happy way while

consuming much less so Manzini is

introducing us to one of the most

difficult tasks of today and what we

have to do when we encounter such

complex problem we need a new type of

innovation that will allow us to live

happily while consuming much less and

this is social innovation before we

speak about social innovation let's peek

and see what is innovation of course it

is something new but what is new how can

we innovate and we look at this book by

Tim Brown change by design where he

explains four types of possible

innovation tim brown suggests four type

of innovation that the

offering the end users let's imagine

that I am a company already producing

and selling something to some user ISM

and with my existing offering and my

existing users

I can still innovate I can manage what I

have creating small incremental

innovations we may think about an update

for a software or a better version for

my cell phone you all know this kind of

innovation and the company has almost no

risk in innovating while still selling

us something new if as a company I want

to innovate a little bit more then I can

for example still sell something to my

users but extend my offering offers

something new so if by now I sold to

certain people a phone a cell phone now

I can imagine that I produce an iPad I

have to change a little bit my offering

my type of innovation is evolutionary I

have a major risk but still at least I

know one part of the scheme on the other

hand I can think that I offer what I

already have existing offerings to a new

kind of user and adapt my offering to

this new user so if I'm now selling cell

phones for elderly people I may want to

simplify my product so I am NOT

revolution in my process of production

but I'm adapting my offering finally if

I want to make revolutionary innovation

and I want to create something new then

I would go in a new era producing

something I never did before and

offering it to people that I don't know

of course this area is very very risky

but

in this course we are talking about

wicked problem complex problem we will

see how important it will be to go into

the direction of revolutionary

innovation to speak about social

innovation definition and process we

will use this book the open book of

social innovation by Nesta and the young

foundation that is still one of the most

complete books about the topic the

definition from these books says that

social innovation are new ideas that

both solve a social problem answer to a

social need and they do that by creating

collaboration and networking in other

words they are good for us as society

and amends the society capacity to act I

would like to introduce you other two

definitions of social innovation that

will allow us to understand several

details that are helpful for us in this

course

the second definitions add something

important which is the impact on society

as a whole what do we mean by that we

mean that social innovation is not only

good for those people that use it but

also for the whole society the third

definition says something about where

social innovation comes from so we see

social innovation coming from third

sector public administrations but not

only and also not everything that

happens in this third sector and the

public administration regarding social

needs is necessarily

innovative so we will have to understand

case by case what can we call social

innovation and what not

you

now that we have seen these three

definitions of social innovation we have

the tools to understand when we look at

a case of social innovation and every

time we will meet a case that seems like

social innovation we will have to ask

ourselves these three things the origin

is the innovation really answering to a

social need to a real social need

education health immigration second

thing we have to ask ourselves is the

type of organization in this innovation

do we see networks and collaboration and

the third thing is about the outcome is

the outcome creating positive impact on

the whole society not only on the people

that are using this innovation but

really to all of us if we find all these

three elements we can define the - a

case that we are looking at is a case of

social innovation

let's see an example of social

innovation we talked before about the

problem of traffic

do you know carpooling carpooling is not

really a new idea people has been

organizing carpooling when they have to

go to the same working place or when

they have to take the children to the

same school they organize themselves in

the neighborhood and decide to share a

car their behavior is helpful to reach a

more sustainable way of mobility because

sharing the car means they use less and

they don't think in terms of owning

necessarily their own car to get to a

certain point today we have technologies

that allow us to network and connect

with people all around the world this

allows me in terms of carpooling to

connect with people and offer or share a

ride with people we don't even know it

creates a global network of people

sharing the ride so we are answering a

social need how to reduce traffic in the

cities and we create an impact in the

city that goes beyond the people that

use the service and we do that by the

collaboration and networking of people

so BlablaCar is a great example of

social innovation because it answers the

three points that we've seen but it's

also a good example of how we can create

innovation both in a technological and

scientific way and social and cultural

social innovation is inside a larger

concept of the social economy what is

the social economy social economy is

based on distributed networks that are

using in your technology

exactly like we've seen now in blablacar

using the internet using my mobile in

order to connect and collaborate

together

the second element of the social economy

are blurred boundaries between

consumption and production so sometimes

I will be the consumer and sometimes I

will be the producer for example in

BlablaCar sometimes I will be the one

who needs the right and sometimes I will

be the one offering the right and this

is something typical for the social

economy the third point of the social

economy are continuous interaction

between the users so it's not a kind of

one-off user but somewhere that I'm

continuously returning to if I use

blablacar many times I will be able to

get myself reviews from people the

system will become more trustful I will

be able to know that I'm getting the

best ride available and the service will

develop the last point of the social

economy are strong values and missions

so in blablacar I will always think

about how to reduce traffic even if in a

certain point I'm thinking about the

economical sustainability of the service

now that we have seen the definition of

social innovation and the context in

which social innovation is it is

important to explore how social

innovation happens so what are the steps

needed in order to create good social

innovation ideas and we will look at the

process exploring this scheme that allow

us to understand in six phases the

process of social innovation beginning

from prompt and going through proposals

prototyping sustaining scaling and

finally systemic change let's see each

of these steps together first our prompt

inspiration and the at misses which

means if I find myself in a time of

crisis and I need to find new solutions

or maybe it's not a crisis but I have a

vision of how we can create a better

world

I begin to collect data to know where I

am to speak with people and with this

data that I'm collecting that you can go

from numbers to testimonials of people I

can build maps I can organize my

knowledge and when I organize my

knowledge I can understand it better

when I feel that I understand when I'm

standing I can come up with new ideas

ideas proposals are usually made them in

a group in collaboration with other

people we want to gain different

perspectives and we can use any kind of

method that we like like brainstorming

for example where each of us comes up

with many many ideas and

we collect them we combine them until we

find some ideas that for us are more

successful when we think an idea may be

successful we go to the prototyping

phase so we would like to test our ideas

in a very early phase this is quite

important because if we go and develop

our ideas ahead until we think they are

ready and then we discover that

something is not working we're spending

too much time on definitions before we

tested something so prototyping is

really crucial for social innovation

when we prototype and test the idea or

part of the idea we can go to sustain

sustain I already make it feasible

create a business plan understand who

are the actors involved and really make

sure that it is sustainable from social

environmental and economical point of

view next we can go to scaling so when

things are working and are sustainable

we can grow we can make more what we're

making or we can expand to other

countries and so on so forth last part

systemic change if social innovation is

very successful what we see is a change

in the system so things around us change

and also the connection between things

changes this is the end of this lesson I

leave you with some links to our

readings and other interesting materials

about social innovation together in

classroom we will do some exercises to

see if you really can recognize cases of

social innovation and also work better

about the process see you next time