This article examines the role played by small states in the promotion or reinforcement of new ideas and emerging norms within international society. More specifically, it examines the role played by Norway in reinforcing the normative framework of ‘women, peace and security’, with a particular view to Norway’s first period of membership in the United Nations Peacebuilding Commission. Norway is regarded internationally as one of the lead countries in terms of promoting women’s rights in relation to peace and security. The article discusses four possible reasons that may explain Norway’s apparent suitability and effectiveness as a norm entrepreneur in this particular issue-area.