ADKAR

Awareness, Desire, Knowledge, Ability, Reinforcement

The ADKAR model is a change management framework that guides individuals and organizations through the change process. Developed by Prosci founder Jeff Hiatt, ADKAR stands for Awareness, Desire, Knowledge, Ability, and Reinforcement. Each component represents a crucial step in the change process:

1. Awareness of the need for change: Recognizing why change is necessary is the first step in the process. It’s about understanding the reasons behind and the risks of not changing.
2. Desire to support and participate in the change: This involves building a personal motivation to be part of the change and support it. It’s about moving from understanding the need to wanting to be involved in making the change happen.
3. Knowledge of how to change: Once there’s a desire to change, individuals must know what to do. This step focuses on providing the information and training necessary to change.
4. Ability to implement the change on a day-to-day basis: Knowing how to change is different from being able to implement it. This step is about translating knowledge into action and developing the skills and behaviors needed for the new working method.
5. Reinforcement to sustain the change: Finally, ensuring that the change sticks is critical. This involves implementing mechanisms to reinforce and support the new behaviors and processes to prevent reverting to old ways.

The ADKAR model is widely appreciated for its straightforward, actionable approach to change management, focusing on the human element — the employees who will ultimately make the change successful. It’s particularly effective in sales and marketing initiatives, where rapid adaptation to new technologies, strategies, and market conditions is often required.

• Abbreviation: ADKAR
• Source: What is Change Management?