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During the 1990’s, John Kotter (professor of leadership at the Harvard Business
school in Boston) studied the progress of over 100 companies who were trying to
“remake” themselves. He found that there were some general lessons that could be
learned about managing change, and in particular how to avoid big errors. His
findings have been translated into eight steps.
The first four steps may be likened to Kurt Lewin’s `unfreezing’ process, helping to
defrost a hardened status quo. They are:
Establishing a sense of urgency
Creating the guiding coalition
Developing a vision and strategy
Communicating the change vision.
The next stages introduce new practices:
Empowering a broad base of people to take action
Generating short term wins
Consolidating gains and producing even more change
The final stage is required to embed changes within organisational culture:
Institutionalising new practices.
Kotter asserts that all of these stages must be worked through in order, and to
completion. Skipping even a single step or getting too far ahead without a solid base
almost always creates problems.
Failing to reinforce earlier stages results in the sense of urgency dissipating, or the
guiding coalition breaking up. Without the follow though which takes place in the
final step, the organisation may never get to the finish line and make changes stick.
Kotter is particularly good on the avoidable mistakes commonly made when
organisations try to bring about change:
Writing a memo instead of lighting a fire. Kotter believes that at least half of
failed change efforts bungle the first step ‐ establishing a sense of urgency.
Too often initiatives are launched by meetings or by the circulation of a
consultant's report – more immediate methods are needed to establish
urgency, get agreement on the problems, and start to build support for the
idea of change.
Talking too much and saying too little. There is a widespread tendency to
under‐communicate the change vision. Kotter believes most communication
programmes about change should be multiplied by a factor of ten. Every
available channel should be used, and there should be no hesitation about
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repeating and reinforcing key messages. Action should be an integral part of
this communication blitz – leading by example can be far more powerful than
words (three examples Kotter gives are: spending dramatically more time
with customers, cutting wasteful spending, or axing a pet project).
Declaring victory too soon. While it is very important to achieve and
celebrate early successes, organisational change is almost always a long haul
– it is rare to achieve changed behaviour and embedded new practices inside
three years. So change leaders need to be clear about the extent of change
being aimed for and the real length of time such a transformation will take.
Even more important is that the long term vision and its benefits are
communicated clearly to staff, customers and stakeholders.
Looking for villains in all the wrong places. Kotter describes the all too
familiar scenario where change initiatives begin with a witch‐hunt – in a great
many medium and large organisations, it is the middle management which
finds itself scape‐goated for all the ills associated with an untenable situation.
It’s important that change is not executed in a climate of blame and fear, and
at the same time, that leaders at every level of the organisation are actively
involved in the unfreezing, changing and re‐freezing process
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Kotter’s eight steps
Step Description Action taken To do
1 Establishing a sense of urgency
Why change?
WIFM?
Consequences
2 Forming a powerful guiding
coalition
Stakeholder analysis
Early adopters
Champions
3 Creating a vision
Simple, clear, compelling
5 minute test
4 Communicating the vision
Words and deeds
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Step Description Action taken To do
5 Empowering others to act on
vision
Tackling and removing obstacles
6 Planning for and creating short
term wins
Celebrate successes along the
way
Communicate benefits of
progress
7 Consolidating improvements
and producing still more change
Goal set through to other side
and beyond
Don’t move on too quickly
8 Institutionalize new approaches
Root in new systems, induction,
handbooks etc.