Design-Thinking, Not Enough

Social innovators and entrepreneurs traditionally focus the bulk of their energy on the design of a new product or idea. Rightfully so, as they are labeled innovators and entrepreneurs because of their ability to offer something different than the status quo. Even do-good organizations or nonprofits engaged with social innovation, place emphasis on design-thinking. But design-thinking isn’t enough in a world where what happens after the conceived idea or manufactured product, is just as important as its prior stages.

Just like marketing a new product, social innovators and social entrepreneurs must also take best practices from marketing as their new idea or product embarks on the diffusion process. One blog I like to follow, which is not exclusive to social innovation, is Seth Godin’s blog. Seth Godin, a popular marketer and author, always shares some interesting thought on entrepreneurship, marketing, advertising, etc.—basically all things on how to get something “out there.” Some blog posts are more seriously structured while others reveal more of his antics than anything else. Either way, it’s a good place to get a pulse for what’s going on in the sphere of marketing and consumer behavior. 

Seth Godin's Blog

When social innovators and entrepreneurs integrate thoughtful marketing practices to understand the consumers of the targeted area, the culture within a niche community, and the distribution channels in which the new idea or product must pass through, outcomes will perhaps be more favorable.