Chapter 4
Leading Through Structured Models
Change isn’t a single action – it’s a process. Effective transformation requires structure, planning, and consistency. In this section, we’ll explore two widely adopted change management models that offer practical roadmaps for guiding individuals and organizations through change.
Kotter’s 8-Step Change Model
Developed by Harvard professor John Kotter, this model is one of the most recognized frameworks for leading organizational transformation. It outlines a clear, step-by-step process to implement and sustain change, emphasizing the need for both emotional engagement and strategic execution.
The 8 Steps Include
- Create Urgency – Spark motivation for change by highlighting risks and opportunities.
- Form a Powerful Coalition – Build a team of influential change leaders.
- Create a Vision for Change – Align everyone with a compelling and clear direction.
- Communicate the Vision – Share consistently across multiple channels.
- Remove Obstacles – Eliminate barriers, whether structural or cultural.
- Generate Short-Term Wins – Celebrate early achievements to build momentum.
- Sustain Acceleration – Build on the wins to drive further change.
- Anchor the Change in Culture – Reinforce new behaviors until they become the norm.
Why It Works
Kotter’s model helps structure change into manageable phases, ensuring leadership focus and visibility. It reinforces the power of communication, early wins and long-term cultural integration.
Things to Consider
While powerful, the model can feel too linear or top-down for fast-paced or agile environments. Many modern leaders pair it with more people-centric models like ADKAR for a balanced approach.
ADKAR Model
The ADKAR Model, created by Prosci, focuses on guiding individuals through change. It breaks down the human side of transformation into five key building blocks, each representing a stage that people must go through for change to stick.
The Five Elements Are
- A – Awareness of the need for change
- D – Desire to participate and support the change
- K – Knowledge on how to change (skills, training, tools)
- A – Ability to apply new skills and behaviors
- R – Reinforcement to make the change stick long-term
Why It Works
ADKAR is goal-oriented, human-centric, and effective for managing change at the individual level. It helps leaders diagnose resistance, offer timely support, and measure progress.
When to Use ADKAR
- You’re implementing a new technology, process, or cultural shift
- You want to track individual adoption
- You need a structured roadmap for coaching or onboarding during change
- You’re facing resistance and want to address it at a personal level
Leadership Actions by Stage
- Awareness: Communicate clearly why the change is needed
- Desire: Connect personally, address fears, show benefits
- Knowledge: Provide relevant training and resources
- Ability: Offer support, practice environments, and coaching
- Reinforcement: Celebrate success, offer feedback, tie into performance
Real-world Success
Microsoft applied the ADKAR model to improve Microsoft 365 adoption. Their Customer Success teams moved beyond training to support users at every stage—building awareness, encouraging buy-in, coaching skills, and reinforcing behaviors. This resulted in faster adoption, reduced resistance, and better long-term outcomes.
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Summary
- Kotter’s Model provides a top-down, strategic structure for driving change across an organization.
- ADKAR focuses on the human experience of change—helping individuals move through it successfully.
Together, these models offer a complementary toolkit: one for shaping enterprise-level direction, and the other for guiding people through the emotional and practical journey of change.