ABSTRACT
This chapter focuses on the significance of 'souls of fire' that have been found in different research projects over the years. 'Souls of fire' are very dedicated and enthusiastic persons in organizations, who are figuratively burning for some particular cause in which they strongly believe. The concept of 'souls of fire' used in the research to understand the role of project leaders in local schools working with implementation of new legal norms on the environment. The 'souls of fire' or change agents often challenge old norms, habits and routines in their search for new pathways in establishing new norms. The change agents bringing their values, in line with the law, into the educational system and socially reproducing new norms on the CRC. Social norms based on relationships among people and a background in the interaction and communication that takes place between people. Normativity can have other sources which are beyond social norms, but normativity can be a source of norms.
