Change doesn’t fail because of strategy. It fails because people are not ready for it.
In every transformation—digital, cultural, operational, or organizational—the real shift happens one individual at a time. That’s where the ADKAR Change Management Model, created by Jeff Hiatt, founder of Prosci, becomes a leadership game-changer.
His work established a powerful truth: Organizational change succeeds only when individuals change.
What is ADKAR?
Developed by Jeff Hiatt, ADKAR is a people-centric framework designed to guide individuals through change smoothly and sustainably. It breaks transformation into five essential stages:
1. Awareness – Understanding the ‘Why’
People don’t resist change;
they resist uncertainty.
Awareness builds the foundation by answering:
Why is this change needed now? What happens if we don’t change?
2. Desire – Choosing to Participate
Awareness informs the mind.
Desire moves the heart.
For change to gain momentum, people must genuinely want to be part of it—not because they were told to, but because they see value in it.
3. Knowledge – Knowing ‘How’ to Change
Information, training, tools, and guidance turn intention into ability.
Without knowledge, willingness turns into frustration.
4. Ability – Turning Knowledge into Action
This is where capability meets confidence.
Leaders must remove obstacles, provide coaching, and help teams perform effectively in the new way of working.
5. Reinforcement – Making the Change Stick
People naturally drift back to old habits.
Reinforcement—recognition, measurement, and continuous support—ensures the new behaviours become permanent.
Why ADKAR Matters for Leaders Today
In a rapidly evolving world, leadership is no longer about issuing instructions. It’s about enabling people through transitions.
ADKAR gives leaders a clear pathway to:
- Build trust
- Reduce resistance
- Accelerate adoption
- Sustain change
- Drive real business impact
When leaders embrace ADKAR, they stop managing change… and start transforming mindsets.
Every successful change is built one person at a time. Every failure happens the same way.
Jeff Hiatt’s ADKAR model equips leaders to guide their teams with clarity, empathy, and purpose—turning change from a challenge into a competitive advantage.
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