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The purpose of this paper is to address social network theory from the perspective of design research and propose a new conceptual approach to understanding and developing social networks. These ideas are embodied in a new strategic tool to help companies appreciate, proactively develop and exploit their social networks through visualisation.

The authors illustrate how design‐inspired approaches can transform the understanding of social networks through a practical tool to foster innovation and transformation in and between firms. This was developed through an action‐research process and tested with 22 high‐tech, small to medium‐sized enterprises (SMEs).

Entrepreneurs are found to benefit from their network by activating the most useful nodes to solve a problem. Conceptually a sub‐group of contacts exists that are activated at different times to extract different resources, that is nodes operate depending on the use they are put to. The authors call these NETS, highly functional portions of networks that catch things. By visualising parts of a network while looking at a number of dimensions, the authors have successfully demonstrated a tool that helps the exploration of a wide variety of relationships to build a strategy for innovation.

The NETS concept represents a tool for facilitating innovation by helping entrepreneurs understand and exploit their social network. It fills the gap between theoretical findings in social network literature and successful application of such ideas.

The paper contributes to the highly debated field of social networks by introducing new activities for engagement and analysis crossing the academic/outreach divide; it opens up a new interface between social networks and design research.