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This article seeks to bring out the originality of the communication processes that occur within the dynamics of social transformation. More specifically, an exploration of the emergence, the processes and the outcome of social innovations that can bring about such change shows that incommunication is a triggering factor of a social group’s drive for transformation; deliberation is the motivating force for the renewal of the group’s symbolic base. Finally, the significance of a praxeological approach to communication in diffusing these innovations throughout society is emphasized. This sort of communication praxis is contrasted with standard marketing strategies, for praxis is a collection of actions that organize perspectives that are shared, and thus serve as vectors for institutionalizing new practices and representations.