ABSTRACT
Chapter 13 discusses the strategic importance of describing housing innovation to multiple stakeholders in terms of how similar it is to the established business-as-usual approach, rather than in terms of its differences. In doing so, it argues that large organisational change can occur in our housing through small physical change and that the best way to de-risk innovation in the eyes of stakeholders and to get decision-makers to ‘yes’, is to play to these small changes.
