Centre of Excellence.

BSA Solutions

Framework  -   Minority Influence Theory


(a few committed people with a clear, persuasive, powerful vision to change things)

Strategic Elements

  • Clear vision of benefits
  • Small team of colleagues who think the same way
  • Clear & consistent message
  • Repeat, repeat, repeat message (like a drop of water on the stone)
  • Persistence with any obstacles
  • Obtain support from people in power
  • Empower people
  • Seek & listen to views of others
  • Create conflict

A series of steps and questions to effectively implement change:

  • What one area or practice or approach within your organisation do you wish, ideally, you could change? Describe your vision of this change in a sentence or two.
  • Who else could you inspire to work with you to bring about this change?
  • Identify a small team of committed colleagues who would join you and support each other in the change process.
  • What would be the 3 main elements of the message you would want to send out to others in the organisation to persuade them of the value of the change?
  • What powerful others in your organisation might be persuaded to support your vision?
  • How could you most effectively get your message repeatedly heard by people within the organisation to ensure that the process of educating and persuading them is ongoing and maintained?
  • How could you arrange to get to hear the views of others in the organisation in relation to the issues you are addressing?
  • What obstacles are you most likely to meet, and using your creative inspiration, how might you overcome and avoid them?
  • How could you encourage the participation of all those in the organisation likely to be affected by the change - how can you meet with them, share information and encourage them to become involved in effectively managing the change process?
  • How can you best prepare yourself to cope with conflict and unpopularity?
  • In a year’s time or 5 years’ time, what do you hope to have achieved in relation to the change?

(source: David West, 1996)

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