WHAT IS WHERE IS IT

YOUR GOAL? GOING WELL?

SYSTEM: PLAN SYSTEM: PLAN

People will not change if they don’t Often a good way to introduce change is
know what the end goal is. What is it to find an example of things going well,
that you want to achieve? Can you and then to copy that behavior
paint a picture of a better world, or a elsewhere. Can you name a situation
better organization? Can you point to a that can act as a shining example of
vision and destination that people can how you want things to be? Is there a
agree to? bright spot of good behavior?

WHEN AND
WHAT ARE THE WHERE
CRUCIAL STEPS? DO YOU START?
SYSTEM: DO SYSTEM: DO

You cannot introduce change if you Timing and momentum can be very
don’t know exactly what people need to important for every change initiative.
do. What are the crucial steps that There is a right place and time for
people have to take? How do you define everything. What is the best place and
good behavior? Can you list a few time for your efforts? Will you start
critical moves that people should be small or big? Will you start now or later?
making?
 HOW DO YOU
MEASURE HOW DO YOU
RESULTS? GET FEEDBACK?

SYSTEM: CHECK SYSTEM: CHECK

When you don’t measure results you Without feedback there can be no
won’t know if your change initiative is improvement. What plan do you have for
going well. How do you plan to test if collecting feedback from the people
things are going well? How will you involved? Who will give you input on
measure progress? And do your metrics your change initiative? Which people
enable learning instead of distorting will be positively critical? How will you
system behaviors? inspect and adapt?

HOW DO YOU
ACCELERATE ARE YOU
RESULTS? COMMITTED?

SYSTEM: ACT NETWORK: INITIATORS

Short feedback cycles are better than No change effort can succeed without
long ones. How will you make sure that change agents being fully committed.
there are useful short-term results? Do you have the time, energy and
How will you generate quick wins that resources available to actually pull it
help you fine-tune your goals and off? Are you dedicated to your cause
consolidate gains to produce even more and your goal, and not distracted by
change? other work and projects?
 WHO WILL
WHO IS BE THE
ASSISTING YOU? INNOVATORS?
NETWORK: INITIATORS NETWORK: INNOVATORS

Successful change agents rarely work Every change initiative starts with a
alone. Many initiators create a guiding first selection of people who are most
coalition of people who help them, likely to convert and adopt the change.
either openly or behind the scenes. Who are your innovators? Which people
Who is helping you in your change are eager to try out the new behavior?
initiative? Who will give you moral Where in the social network will you
support? start the change?

WHO ARE THE HOW WILL

EARLY THE LEADERS
ADOPTERS? HELP?
NETWORK: EARLY ADOPTERS NETWORK: EARLY ADOPTERS

Change spreads more easily through a Change spreads more easily when
social network when influential people recognized leaders are endorsing the
adopt the new behaviors. Who are the change initiative. How do you get social
connectors who can influence a lot of support from powerful figures, top
people? Who are the local sponsors who managers, competency leaders and
can bring your change to certain parts influential study groups?
of the network?
 HOW DO YOU HOW CAN YOU
REACH THE EARLY MAKE IT VIRAL?
MAJORITY?
NETWORK: EARLY MAJORITY NETWORK: EARLY MAJORITY

At some point you cannot address Part of the challenge of reaching the
people individually anymore. You have majority is to delegate your work to
to rally the herd in another way. How do other people. You cannot communicate
you reach the early majority? How do the benefits of change to each and
you make people understand what’s every person, and so other people must
good for a few will be good for the do this for you. Can the change
many? initiative become contagious? Is there
some kind of snowball effect?

HOW WILL YOU HOW WILL YOU

DEAL WITH PREVENT
SKEPTICS? A RELAPSE?
NETWORK: LATE MAJORITY NETWORK: LAGGARDS

With every change initiative there will Sometimes change initiatives are called
be skeptics. Can you find ways to make “successful” too early, and then the
use of the skeptics? How will you deal system slowly slides back into its old
with troublesome people? Do you plan behavior. Can you prevent this from
to learn from the feedback of cynics? happening?
 WHO ARE THE
EARLY
ADOPTERS?
HOW WILL YOU
HOW WILL YOU SET AN
COMMUNICATE? EXAMPLE?
NETWORK: EARLY ADOPTERS

Change spreads more easily through a

social network when influential people
PEOPLE: AWARENESS ® adopt thePEOPLE: AWARENESS
new behaviors. ®
Who are the
connectors who can influence a lot of
People will not know that change is PeopleWho
people? are more eager
are the localtosponsors
follow those
who
needed when you don’t communicate it who are able to set a good example.
can bring your change to certain parts
effectively. How do you intend to ofThere must be consistency of what you
the network?
communicate your goals and change preach and what you do. How do you
plans? What will you do to increase intend to show people the way? How
awareness among people of the need will you lead by example?
for change?

HOW DO YOU HOW DO YOU

MAKE IT MAKE IT
URGENT? DESIRABLE?
PEOPLE: DESIRE ® PEOPLE: DESIRE ®

There is a difference between important People change their behaviors when it

and urgent. People usually focus on makes them feel better. How do you
what is urgent, and not on what is match the change with people’s
important. Can you make the important intrinsic desires? Change agents know
stuff feel urgent? Can you make people they might have to feed people good
feel the crisis and the need for change? ideas with spoons full of irresistible
effects. Can you make the change feel
desirable?
managers, competency leaders and you make people understand what’s
influential study groups? good for a few will be good for the
many?

HOW WILL YOU

DEAL WITH
SKEPTICS?
HOW WILL YOU WHO WILL BE
TEACH THEM? TEACHING?
NETWORK: LATE MAJORITY

With every change initiative there will

be skeptics. Can you find ways to make
PEOPLE: KNOWLEDGE ® PEOPLE:
use of the skeptics? HowKNOWLEDGE
will you deal ®
with troublesome people? Do you plan
The way a message is conveyed is as to learn Many people
from the need help
feedback when trying to
of cynics?
important as the message itself. change, and it is important to consider
How will you craft the message you who will assist them. Who will help
will bring to the people? Will you use people to change? Will it be an expert
metaphors, stories, exercises, from outside, or a mentor they know
discussions, or games? Can you move personally? Which gurus or coaches
their minds and their bodies? And can will be involved?
you let them teach each other?

WHAT MAKES HOW CAN THEY

IT EASY? PRACTICE?

PEOPLE: ABILITY ® PEOPLE: ABILITY ®

For many people change is harder than For many people change takes skill and
you think. That’s why you must make it practice. They cannot simply change
as easy for them as possible. Can you overnight. It takes time and effort to
reduce the change to very small and learn how to do things well. How will
simple steps? Can you adapt the you enable people to practice their skill
change with a personal touch to and discipline? How do you help them
accommodate people’s circumstances? to grow competence?
happening?

WHAT ARE THE WHAT MAKES IT

SHORT-TERM SUSTAINABLE?
WINS?
PEOPLE: REINFORCEMENT ® PEOPLE: REINFORCEMENT ®

When people change they need to see The sustainability of new behavior is
that they’re doing a good job. How will best achieved when you can turn the
you generate short-term wins so that boring parts of it into something that
people actually see progress? How will is fun. Can you anchor your new
you achieve small successes that show approach in people’s minds by adding
the evidence that the change is worth social, competitive, or other addictive
people’s commitment? dimensions, so that people want to
keep on doing it?

HOW DO YOU HOW DO YOU

RADIATE EASE
INFORMATION? COMMUNICATION?
ENVIRONMENT: INFORMATION ENVIRONMENT: INFORMATION

A crucial part of many change initia- Sometimes you must help people
tives is to change the environment so communicate better so that good
that people better understand what’s behavior spreads more easily across
going on. How will you make sure that the network. How will you ease commu-
change can be seen by everyone? nication of the people involved? Can
How will you make the invisible visible, you shorten the distance or increase
and broadcast the need for change to the bandwidth of communication?
everyone?
 WHAT IS THE HOW CAN YOU
GROUP GROW PEER
IDENTITY? PRESSURE?
ENVIRONMENT: IDENTITY ENVIRONMENT: IDENTITY

It often helps when people feel part of Behavior is contagious when people
a bigger group, because they feel pressure each other to change. Can you
committed to do whatever expresses use the power of peer pressure, so that
the group’s identity. Can you connect people convince each other to adopt the
your change initiative to a higher new behaviors? How can you let
identity that people gladly associate pressure in the social network do the
themselves with? work for you?

CAN YOU WHICH

INCENTIVIZE BARRIERS WILL
GOOD BEHAVIOR? YOU REMOVE?
ENVIRONMENT: INCENTIVES ENVIRONMENT: INFRASTRUCTURE

Sometimes what people need is some Change initiatives are often thwarted
recognition for their good behavior. by barriers in the environment around
Do you intend to pat them on the back the people. This prevents them to
when they do well? Do you have plans change and it inhibits good behaviors
for incentives or rewards that motivate from spreading. What barriers in the
them to show good behavior? environment have you identified?
How will you remove them?
 WHICH GUIDES WHO CAN
WILL YOU MAKE THE
PLACE? RULES?
ENVIRONMENT: INFRASTRUCTURE ENVIRONMENT: INSTITUTES

Sometimes all is needed for people to Self-organizing people and teams have a
change is better visual guidance in the tendency to optimize for themselves. But it
right direction. How can you change the is important that people also keep an eye
environment to make change easy and on the organization (or society) as a whole.
unavoidable? Can you tweak the Can you introduce some rules without a
stifling government? Can you urge people
environment and apply some visual
to come up with some form of governance
management?
by themselves?

CHANGE
MANAGEMENT
GAME

Awareness Desire Knowledge Ability

Reinforcement® is trademarked by Prosci.
To learn more about the ADKAR® Model read on
here www.prosci.com/adkar/adkar-model www.management30.com/
change-management-game