To further our understanding on policymaking and policy change we need to recognize the significance of individual key actors in policy and planning processes. This article theorizes on the characteristics and policy influence of inside activism in which individual public officials act strategically from inside public administration to change government policy and action in line with a civic engagement and value commitment. Based on initial empirical findings from Swedish local government, we argue that inside activism is empirically relevant but not satisfactorily covered by other key actor concepts. We theorize that inside activism is 1) dualistic: open, deliberative, consensus-seeking and tacit, tactical, power-driven; 2) influential through informal networking inside and outside of government; and 3) dynamic as it varies over time and between critical situations. Due to current trends in society and public administration (e.g. governance), we expect inside activism to be increasingly relevant and we encourage further theoretical, empirical as well as normative research and discussion on this phenomenon.