England Rugby needs a theory…
…a theory of change!
As an England Rugby fan, you’re used to being on a roller coaster of emotions…but over the last couple of years, the lows have been low and the highs few and far between.
To be honest, since we won the World Cup in 2003, we have flattered to deceive and certainly do not deserve the tag of favourites in any competition. With the largest playing base in world rugby and arguably the deepest pockets, what the hell is going on?
Saturday against Fiji we plumbed new depths…not to take away from Fiji…they were powerful, creative and together and deserved their victory. They played with passion and unity that England fans crave…and if you want to understand where this unity comes from…check out this amazing video:
@rugbyworldcup This is how you build a rugby team 💪 #rugby #fiji #rugbyworldcup ♬ original sound – Stay a while…
The Fiji team, linked arm in arm, trudging up a muddy hill in their homeland…singing traditional songs…together…grounded…side by side with their community…
Meanwhile, England players live a very different life at Pennyhill Park…a luxury hotel and their training base. No stone left unturned…not wanting for anything…marginal gains…the 1%ers…
We’re not saying England doesn’t deserve to have great facilities…and we’re certainly not saying the players don’t try their best…but the contrast couldn’t be more stark.
So here is our theory. England have severely lost their way. As a nation. The RFU have become disconnected from the game. From their fans and from what makes English rugby unique…the club game…in every corner of the land…in every town and in almost every community. We have lost what it means to be ‘English’ which is ‘manner from heaven’ for every other nation…because we are the ‘old enemy’ that every nation wants to defeat more than any other…the reality is until we reconnect with what it means to play for your village, town, school, county, region, country, and play with the freedom required, then it will always be difficult.
When we work with social ventures, that are looking for clarity of direction and want to grow their impact, we sit down and thrash out a Theory of Change. It’s an incredibly powerful tool for identifying the change you want to see and the path to that change. It sets your compass to true north and ensures you do not deviate. When the pressure comes, which it inevitably does, it holds you to account and gives you a framework for making good decisions in the face of adversity, that ensures you stay on track.
The RFU really needs one…a bit like the famous ‘reset’ moment that the All Blacks went through, documented in the book ‘Legacy’ where they went through a painful process to rediscover their identity, going on to become arguably the most successful team of all time. And it needs one that the whole game can sign up to. That engages the grassroots and ensures the game is rooted and not serving just those who can afford to attend Twickenham these days! Forget commercial sponsors…they will start leaving in their droves if the game does not improve. Think long-term. Think community. Pack the stadium with adoring fans who will go back to their clubs and energise thousands of new youngsters into the game. Play with passion. Excite. Then the sponsors will come running and the true value will flow.
So, rant over! We thought we’d help the RFU out…and here is our very quick stab at it…it needs work…but it’s a starter for 10! Feel free to pass it on to anyone in the RFU!
If you’d like help with redefining your vision, using theory of change principles, please drop us a line.
