The ADKAR model is one of the most practical frameworks for managing organizational change.
It describes the five key stages individuals and teams go through before and during transformation.
Developed by Prosci founder Jeff Hiatt, it’s widely used to make change more structured, measurable, and human.
A — Awareness
Before change can happen, people must first see why it’s necessary.
At this stage, the team recognizes that something in the company isn’t working — a process, a workflow, or a system that no longer supports the strategic goals.
💡 “If nothing changes, nothing improves.”
Ask:
- What exactly isn’t working?
- Why is this change important now?
- What are the risks of doing nothing?
D — Desire
Understanding why is not enough.
The next step is to create a genuine desire to change — a personal willingness to be part of it.
This means open conversations, empathy, and addressing concerns early.
❤️ Change sticks when people want it, not when they’re forced into it.
Ask:
- Who’s excited about the change?
- Who’s hesitant — and why?
- How can we make this transition feel safe and meaningful?
K — Knowledge
Now it’s time to learn how to change.
Teams identify the skills, tools, and information needed to successfully implement the new process.
🧠 No change survives without new knowledge.
Ask:
- What do we need to learn to move forward?
- Who can train or guide us?
- What resources are missing?
A — Ability
Knowledge alone doesn’t guarantee action.
This phase focuses on putting learning into practice — building confidence, testing, and improving.
⚙️ From theory to practice — this is where real transformation begins.
Ask:
- Do we have the resources and authority to act?
- What’s stopping us from applying what we know?
- How can we support each other through the process?
R — Reinforcement
Finally, every change must be anchored — reinforced so it becomes part of the culture.
Recognize achievements, celebrate early wins, and keep the conversation alive.
🌱 Sustainable change is maintained, not declared.
Ask:
- How do we ensure this change lasts?
- What behaviors should we reward?
- How can we keep improving from here?
In essence:
ADKAR turns abstract change into a step-by-step human journey — from awareness to reinforcement.
It reminds leaders that transformation isn’t just a process to manage — it’s an experience people live through.