The Revolution Will Be Informal: The 3% Rule in Place-Based Work.

I’m reflecting as I’ve connected again with Jeppe & Richard from Innovisor to network map some of our collective and their collectives across Lancashire. With so much change happening, I needed to justify to myself the steps we are taking to make this process meaningful to the systems leaders that I feel Im talking to in this work!

As the Learning and Research Lead at Together an Active Future (TaAF), I’ve seen firsthand how crucial the right people are to drive meaningful, systemic change. This is where the 3% Rule comes into play — an intriguing concept that sheds light on the impact of key individuals within informal networks. Our evaluation has found time and time again- that ‘Changing the People, Changes the System’ but first we must identify the people who are open to change OR are already leading change. When we know who, then we can 1) learn from them, 2) walk alongside them, 3) create conditions to develops strengths in them.

These are the people whose influence can extend across entire communities, organisations, and systems, often more powerfully than any formal leader. But how can we use this insight to drive the kind of place-based change that we care so deeply about at TaAF?

What is the 3% Rule? (coined by my friend Jeppe Hansgaard, CEO of Innovisor)

The 3% Rule highlights that just 3% of employees or community members can influence up to 90% of the perceptions and actions of their peers. These key influencers may not have formal leadership titles, but their impact is felt deeply across the system. They are the individuals who can shape attitudes, build trust, and drive collective action in ways that formal structures often cannot.

As we work to transform systems and create long-lasting, positive change in communities, especially through our place-based initiatives at TaAF, it’s crucial to recognize and harness the power of these informal networks.

Integrating the 3% Rule with TaAF's Approach to Systems Change

At TaAF, we are deeply committed to place-based systems change, which means working with local communities to understand and address the root causes of physical activity inequality. Our work involves taking a systems thinking approach, looking at the complex interactions between various elements — people, policies, environments, and practices — that influence physical activity behaviours. So, how does the 3% Rule fit into this model?

Identifying Key Influencers in Local Networks

In any place-based initiative, there are informal networks at play — groups of people who shape the community’s responses, behaviours, and engagement. These networks are not always visible on an organisational chart, but their impact is undeniable. By identifying the 3% within these networks, we can pinpoint the individuals who hold significant sway over the community’s actions. These influencers can be community leaders, trusted individuals, or even those who have built deep connections through their work or personal relationships. By engaging these individuals, we can amplify the impact of our efforts and create a ripple effect across the wider community.

Leverage Influence to Facilitate Change

The 3% rule underscores a critical point: change doesn’t always need to come from the top. The most influential people within the system might not hold formal power, but their ability to facilitate communication and build trust across networks is vital. In place-based work, these individuals are often the ones people turn to for advice, guidance, and validation. Their endorsement of a new idea or initiative can be far more powerful than any top-down directive.

By working with these influencers, we can ensure that key messages and changes spread organically throughout the community. This approach aligns perfectly with our strengths-based transformation model using CliftonStrensgths where we focus on leveraging local assets and empowering communities to lead change themselves.

Feedback Loops and Community Sense-Making

One of the core elements of place-based work is the feedback loop. It’s essential that as we roll out initiatives, programs or approaches, we remain open to learning and adapting based on real-time feedback from the community. The 3% of key influencers can play a pivotal role in this. They often serve as the informal feedback channels and social learning spaces within the system, gathering input from peers and helping the community make sense of complex issues.

These individuals can also serve as sense-makers in times of uncertainty, helping to interpret changes in the broader context and adapt approaches to meet the community’s evolving needs. By engaging with this 3%, we can stay connected to the community’s pulse and ensure that the changes we implement are relevant, accepted, and sustainable.

Building Sustainable, Long-Term Change

Sustainability is key in place-based initiatives, and this is where the 3% Rule truly shines. The individuals who make up this 3% are often the ones who will stay committed to the cause in the long run, even after the initial excitement fades. By fostering relationships with these influencers and involving them in the planning, execution, and reflection phases, we can ensure that change continues to take root and spread even after the formal program ends. These influencers are often the ones who keep the momentum going, advocating for the ongoing integration of physical activity into the community's fabric.

Supporting the Key Influencers

At TaAF, we understand that supporting the 3% is not just about recognising their influence — it’s also about nurturing and empowering them. These individuals often operate in high-stress and matrixed environments and need the right habits, training, and recognition to continue playing their pivotal roles. Providing them with access to resources, mentorship, and coaching can help ensure they remain effective in driving change within their communities.

Conclusion: Harnessing Informal Networks for Lasting Impact

The 3% Rule offers us a powerful framework for understanding how change happens in complex systems. By identifying and engaging the informal leaders within our communities, we can enhance the impact of our place-based work and create more resilient, self-sustaining systems. At TaAF, we are committed to working alongside these influential individuals, empowering them to lead, learn, and co-create the future of physical activity in their communities. Our network Map results in 2024 showed that TaAF collective is at the heart of influence in PA in our place- that’s great, especially when our most dominant approach is the shared role model. We are, however, working to identify more 3%ers , connectors, collaborators and champions this summer to go deeper with systems thinking in our place.

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