The project “COMM.ON HERITAGE. Community Manager for Inclusive Development of Vulnerable Areas based On Heritage” is based on the role that cultural heritage can play in contributing to social inclusion and economic growth in specific context: mountain, (semi-)peripheral and rural areas. These areas are vulnerable due to the demographic, social and economic changes that they are facing. Cultural heritage offers opportunities, but the marginality of the areas prevents the community to benefit from them. These areas need specific competences (merging heritage expertise, community building skills, business modelling, design thinking, new media and social networks, system thinking) aimed at mobilizing community members to make use of their common resources and promoting cultural heritage focusing on the community and with a dynamic approach. In this view, heritage is understood as a catalyst not a barrier, and especially valued for its contribution to the social innovation process for its creative and innovative capacity, identity and attractiveness generation capacity, and catalysation capacity.