s t e ps

8TO ACCELERATE CHANGE

IN YOUR ORGANIZATION
 JOHN KOTTER’S LEADING CHANGE IS WIDELY RECOGNIZED AS THE SEMINAL
WORK IN THE FIELD OF ORGANIZATIONAL CHANGE. IT INTRODUCED THE
8-STEP PROCESS FOR LEADING CHANGE WITH
A BOLD MESSAGE TO READERS:

you can lead change r here’s how to do it.

2 © Kotter 2018
 NO MATTER HOW YOU LOOK AT IT,
THE WORLD CONTINUES TO CHANGE
fa s t e r .
g
3 © Kotter 2018
 HEADLINES REFLECT WHAT WE EXPERIENCE EVERY DAY
Humans are about to eat through an unprecedented amount of mobile data
BUSINESS INSIDER

Global M&A hits record $2 trillion in year to date

REUTERS

China drives international patent applications to record heights; demand rising for trademark
and industrial design protection
WORLD INTELLECTUAL PROPERTY ORGANIZATION

S that things aren’t slowing down

4 © Kotter 2018
BUT OUR ABILITY
TO KEEP UP
HASN’T
KEPT PACE.
 WHAT HASN’T CHANGED?
There are two fundamental goals underscoring most transformations:

Increase revenue/profits or decrease costs

Become more effective or efficient

or both.
6 © Kotter 2018
 At Kotter, we continue to evolve our thinking, informed by our work

n and have enhanced our8-step process

to give organizations additional capabilities to lead change under the particular
conditions of today’s warp-speed world. First introduced in Accelerate, published
by Harvard Business Review Press in 2014, we have broadened the scope of the
8-Step Process from its original version, giving it reach and potency today and
beyond.

7 © Kotter 2018
 BOTH VERSIONS ARE RELEVANT AND EFFECTIVE TODAY,
YET ARE DESIGNED FOR DIFFERENT CONTEXTS + OBJECTIVES
leading change
8-STEP PROCESS (1996)
z accelerate
8-STEP PROCESS (2014)
Respond to or effect episodic change in finite Run the steps concurrently and continuously.
and sequential ways.
Form a large volunteer army from up, down, and
Drive change with a small, powerful core group. across the organization to be the change engine.

Function within a traditional hierarchy. Function in a network flexibly and nimbly outside of,
but in conjunction with, a traditional hierarchy.
Focus on doing one thing very well in a linear
fashion over time. Constantly seek opportunities, identify initiatives to
capitalize on them, and complete them quickly.
8 © Kotter 2018
 The purpose of this eBook is to introduce you to the enhanced 8 Steps (now known as the
8 Accelerators) and the 4 Change Principles to set your organization up for success.

9 © Kotter 2018
STEP

CREATE A SENSE OF URGENCY

it all starts here…
Your top leaders must describe an opportunity that will appeal to individuals’ heads +
hearts, and use this statement to raise a large, urgent army of volunteers.
Over many decades, Dr. Kotter’s (and others’) research has shown that most transformation
efforts fail. A consistent factor behind those failed transformations is that a sense of urgency
was not generated and sustained.

Building urgency is all about concentrating on a window of opportunity that is open today
but may close tomorrow. Such an opportunity brings people together, aligning them around a
commonality, and clarifying where energy should be directed.

results s YOUORGANIZATION.
HAVE A BREADTH OF FOCUSED READINESS ACROSS THE WORKFORCE THAT IS UNPRECEDENTED IN YOUR

10 © Kotter 2018
CREATE A SENSE OF URGENCY

Do you see a Big Opportunity that could ignite the

What is Big your hearts + minds of your people?

Do you know how to identify, articulate and
communicate it?
Opportunity?
Are you able to connect an external change factor with
a special capability of your organization?
What are the stakes if you succeed? What are the
consequences if you fail?

11 © Kotter 2018
WINDOWS OF OPPORTUNITY ARE APPEARING MORE QUICKLY
THAN EVER. IDENTIFYING AN OPPORTUNITY QUICKLY,
AND MOBILIZING URGENCY AROUND IT,
IS BECOMING THE KEY TO BEATING COMPETITORS.
disrupt or b e dis r up t e d
12 © Kotter 2018
STEP
BUILD A GUIDING COALITION

The Guiding Coalition is, in many ways, the nerve center of the 8-Step Process. It can
take many shapes, but must consist of members from multiple layers of the hierarchy,
represent many functions, receive information about the organization at all levels and
ranks, and synthesize that information into new ways of working.

Without a Guiding Coalition, the organization will continue to rely on traditional, hierarchical ways
of operating which often act in ways that kill off, rather than accelerate, needed change.

results s THEOPPORTUNITY,
LINCHPIN OF YOUR ENTIRE TRANSFORMATION IS IN PLACE: AN ACCOUNTABLE, DIVERSE GROUP BOUND BY
STRATEGY, AND ACTION.
13 © Kotter 2018
THE GUIDING COALITION KOTTER CHANGE PRINCIPLES

IS THE FIRST
OPPORTUNITY TO ENGAGE
BEYOND THE “USUAL
SUSPECTS” IN YOUR
ORGANIZATION. YOU NEED
MORE EYES TO SEE, MORE
BRAINS TO THINK, AND
MORE HANDS TO DO IN
ORDER TO ACCELERATE
YOUR CHANGE EFFORTS.
select few + diverse many
14 © Kotter 2018
BUILD A GUIDING COALITION

great
Diversity of the team in terms of level, function,
What makes a geographic location (if applicable), tenure, and ideas.

Guiding Coalition? An ability and a willingness to work across the

hierarchy while also working with people across all
levels and functions…with respect and energy.
A commitment to the change initiative at hand.

15 © Kotter 2018
STEP

FORM A STRATEGIC VISION AND INITIATIVES

Dr. Kotter defines strategic initiatives as targeted and coordinated activities that, if
designed and executed fast enough and well enough, will make your vision a reality.

Characteristics of a terrific strategic vision

Communicable Desirable Creates a Verbal Picture Flexible Feasible Imaginable Simple

results s YOUR FOCUS IS ON ACTIONS AND INITIATIVES – CRAFTED BY A DIVERSE SET OF EMPLOYEES, AND VALIDATED
BY SENIOR LEADERS – THAT WILL ADVANCE YOUR OPPORTUNITY.
16 © Kotter 2018
KOTTER CHANGE PRINCIPLES
YOU CAN’T APPEAL TO
PEOPLE WITH DATA
AND FACTS ALONE.
YOU MUST ALSO
ACCOUNT FOR HOW
PEOPLE FEEL. IF YOU
CAN PROVIDE GREATER
MEANING AND
PURPOSE TO THEIR
EFFORTS, AMAZING
THINGS ARE POSSIBLE.
17
head + heart © Kotter 2018
FORM A STRATEGIC VISION AND INITIATIVES

Motivates people to take action.

What makes a great Coordinates and aligns their actions.

Without it, strategic initiatives can struggle to get
Strategic Vision? activity behind them.
Clarifies how the future will be different from the
past, and how that future will become a reality.
Ties directly to the Big Opportunity.

18 © Kotter 2018
STEP
ENLIST A VOLUNTEER ARMY

Large-scale change can only occur when very significant numbers of employees amass
under a common opportunity and drive in the same direction.
Accelerate explains that "history has demonstrated that it is possible to find many change
agents … but only if people are given a choice, and feel they truly have permission to step
forward and act." You must build excitement around the Big Opportunity and develop a
feeling that one ”wants to" (vs. ”has to") contribute.

results s YOUINITIATIVES
HAVE A SIZABLE BODY OF EMPLOYEES EXCITED AND ABLE TO TAKE ACTION ON CRITICALLY IMPORTANT
LINKED TO YOUR BUSINESS STRATEGY.
19 © Kotter 2018
KOTTER CHANGE PRINCIPLES
TO BUILD A VOLUNTEER
ARMY, YOU NEED TO
GIVE PEOPLE A CHOICE
TO PARTICIPATE AND
TRUE PERMISSION TO
STEP UP AND ACT. THE
VOLUNTEER ARMY
DOESN’T NEED TO
INVOLVE OUTSIDERS.
YOUR EXISTING PEOPLE
HOLD THE ENERGY.
20
have to + want to© Kotter 2018
 ENLIST A VOLUNTEER ARMY

Give people a reason and motivation to join the

How do you build movement. A strong vision goes a long way.

Don’t boil the ocean – while you reach “stickiness”
a successful once you surpass 50%, about 15% of your
Volunteer Army? organization is enough to build material
momentum toward change.
Recognize the effort of existing volunteers to keep
them engaged and to recruit more.

21 © Kotter 2018
STEP
ENABLE ACTION BY REMOVING BARRIERS

By removing barriers such as inefficient processes and archaic norms, leaders provide
the freedom necessary for employees to work across boundaries and create real
impact.
ree
of leaders ag
n
Many leaders agree that even their own management practices are too that their ow
t
managemen
bureaucratic and are a nuisance, yet remnants of the past can have tremendous strategies are too
and
staying power. bureaucratic
ce .
are a nuisan

results s YOUWAYSHAVEOF WORKING

TANGIBLE EVIDENCE OF EMPLOYEE INNOVATIONS STEMMING FROM COLLAPSED SILOS AND NEW
TOGETHER.
22 © Kotter 2018
 INNOVATION IS LESS ABOUT GENERATING BRAND NEW IDEAS
AND MORE ABOUT KNOCKING DOWN BARRIERS
TO MAKING THOSE IDEAS A REALITY.

r john kotter
ACCELERATE

23 © Kotter 2018
ENABLE ACTION BY REMOVING BARRIERS

In order to remove barriers, you must identify them.

Think about why past initiatives have failed. At what
stage? Did they get off the ground at all? Stall mid-way?

How to spot Get completed but then abandoned?

Barriers can be commonly accepted statements that,
Barriers while appearing helpful, can deter attempts to get past
legacy obstacles. These are statements like, "It's just not
done that way," or "We tried that before — it didn't
work.”
Common barriers include: silos, parochialism, pressure to
hit numbers, complacency, legacy rules or procedures,
and limited access to key stakeholders and leaders.

24 © Kotter 2018
STEP
GENERATE SHORT-TERM WINS

Wins are the molecules of results. They must be collected, categorized and
communicated – early and often – to track progress and energize your volunteers to
drive change.
A win is anything – big or small – that helps you move toward your opportunity.
They may take the shape of actions taken, a lesson learned, a process improved, a
new behavior demonstrated, etc.

results s A BODY OF DATA THAT TELLS THE STORY OF YOUR TRANSFORMATION IN VALIDATED, QUANTIFIABLE, AND
QUALIFIABLE TERMS.
25 © Kotter 2018
GENERATE SHORT-TERM WINS

Relevant in light of the opportunity before you.

Characteristics of an Meaningful to others. People beyond the winner or

effective
winners care about the win, be it members of your
Win team, another team, customers, stakeholders, etc.
Unambiguous, visible, and tangible such that people
can replicate or adapt it. Wins have the most impact
when they scale across organizations.

26 © Kotter 2018
STEP
SUSTAIN ACCELERATION

Press harder after the first successes. Your increasing credibility can improve systems,
structures and policies. Be relentless with initiating change after change until the vision is a
reality.

So you’ve had a few wins. It can be easy to lift your foot off the gas pedal after
experiencing some success. Instead, this is the time to press harder and use those
wins as momentum to further fuel the change.

results s YOU HAVE CONFIRMATION OF ORGANIZATIONAL FITNESS AND STAMINA. THIS ENABLES THE
REINVIGORATION OF YOUR MISSION, AND HELPS YOUR TEAM STAY THE COURSE OF CHANGE OVER TIME.
27 © Kotter 2018
 IF URGENCY DROPS SUFFICIENTLY AND MOMENTUM IS LOST, PUSHING
COMPLACENCY AWAY A SECOND TIME CAN BE MUCH MORE DIFFICULT THAN
IT WAS THE FIRST.

r john kotter
28 © Kotter 2018
SUSTAIN ACCELERATION

Revisit urgency after generating some significant

wins. It is so easy to lose sight of the ultimate goal,

sustain
which is to move the initiatives into the culture and
Tips to sustain them. It may be necessary to revisit some of
the urgency-raising activities incorporated at the start.
Acceleration
Get more and more people involved, always looking
for ways to expand the volunteer army.
With new volunteers and fresh eyes, you’ll find more
barriers in need of knocking down. Remove them, too!

29 © Kotter 2018
 INSTITUTE CHANGE
STEP

To ensure new behaviors are repeated over the long term, it's important that you
define and communicate the connections between those behaviors and the
organization's success.
Years of a different kind of experience are often needed to create lasting change. That is why
cultural changes come once you are deep into a transformation, not at the beginning. You
first have to build the muscle and track record of antithetical experiences. Culture changes
after you have successfully altered people’s actions, connecting the dots between new
behaviors and better performance.

results s YOUAND HAVE NEW SYSTEMS AND PROCESSES THAT ALLOW YOUR ORGANIZATION TO WORK WITH SPEED, AGILITY,
INNOVATION, AND CONTRIBUTE DIRECTLY TO STRATEGICALLY IMPORTANT BUSINESS RESULTS.
30 © Kotter 2018
AS NEW WAYS OF WORKING KOTTER CHANGE PRINCIPLES

BECOME PART OF THE FABRIC

OF YOUR ORGANIZATION, THE
NEED FOR MANAGEMENT AND
LEADERSHIP IS CRITICAL.
STRONG MANAGEMENT IS
NEEDED TO HANDLE THE DAY-
TO-DAY, AND STRONG
LEADERSHIP IS NEEDED TO
CAPITALIZE ON UNPREDICTABLE
OPPORTUNITIES.
management + leadership
31 © Kotter 2018
INSTITUTE CHANGE

Accelerators 1-7 are all about building new

muscles, new behaviors and new ways of working.
Accelerator 8 is about sustaining it long into the
future.
New practices must be deeply rooted and

Making it stick anchored to replace the old ways.

There must be clear communication and
synchronization between the traditional
hierarchical structure and the innovative network
of volunteers.
A key challenge is grafting the new practices onto
roots that may be old but still effective, while
killing off the inconsistent pieces.

32 © Kotter 2018
 At the end of a transformation, your org chart might look a little different.
Your hierarchy will still be in place, as it’s critical for day-to-day operations. But,
in addition, you’ll now have a network constantly innovating and poised to jump
at the next opportunity.

CHANGE PROCESS CHANGE PRINCIPLES NETWORK

33 © Kotter 2018
The world’s organizations turn to Kotter
when they need to lead complex change.

Ready to learn more about leading change in

your organization?

YOU CAN FIND US AT WWW.KOTTERINC.COM | [email protected] | @KOTTERINC