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In the broad sense of being productive organizations, firms are actors in social innovation and territorial development. To varying degrees, they act in coordination with other actors in the territory and share a common language that acts as a determinant of collective action. From a multidisciplinary review of the literature on territory and social innovation and from the textual content analysis of 50 interviews with managers of firms considered socially innovative, a special discourse emerges. One conception of territory is associated with each of the three stages in the process of social innovation: an individually interpreted territory for the emergence of an idea, a collectively constructed territory for its concretization, and an institutionalized territory for its diffusion. This common discourse is more present and easier to implement at the third stage than in the previous two.