Although innovations tend to be only assessed from an economic point of view, they provide other forms of value (social, cultural, political, environmental, moral). The phase of social diffusion of innovations is decisive for a plural and integrated evaluation of the processes of innovation. The Oslo Manual, by identifying diffusion with marketing, has generated new forms of hidden innovation, which can not be analyzed by the usual instruments of analysis in innovation studies. In conclusion, a methodological change it's proposed, allowing to evaluate the various phases of a process of innovation and to account for the different agents involved in it.