What are the roots of innovation as a social process and what is the relevance of the social nature of engagement in developing strategies for a social business?

Citing Pentland’s The roots of innovation, “The actions and attitudes of our co-workers influence our actions more than logic or rational arguments…we learn from our close circle (kith) complex habits of social behaviour.

Research has demonstrated that creativity increases amongst teams that are socially tight and whose members interact with one another on a regular basis.