When it comes to managing change in an organisation, even the best teams can struggle without the right framework. This is where the ADKAR change management model comes in – a simple, five step approach that guides organisations through change by focusing on individuals rather than just systems or structures. It’s built on the principle that organisations don’t change, people do.
Whether you’re restructuring teams, introducing new technology or improving processes, the ADKAR model ensures that every part of the change is addressed properly to achieve long term results.
Today, we’re going to take a deeper look at the ADKAR model, its five steps, and provide you with the information to support both individuals and teams during times of change.
Table of contents
- What is the ADKAR model?
- What does ADKAR stand for?
- Step 1 – Awareness
- Step 2 – Desire
- Step 3 – Knowledge
- Step 4 – Ability
- Step 5 – Reinforcement
- Why ADKAR works
- Helping your team through change
- YouTube Video
What does ADKAR stand for?
ADKAR is an acronym of the five elements in the change management process:
- Awareness
- Desire
- Knowledge
- Ability
- Reinforcement
Each of these steps follows on from the last to create a smooth process from start to finish. We will look at each step closely below.
Step 1 – Awareness
Before people can get behind a change, they need to understand why it is happening. Awareness isn’t just about what is changing, but the reason behind it.
Key activities in this step include explaining the following:
- The reason for the change
- What could happen if things stay the same
- How the change will help
Without these explanations, people may feel unsure or resist the change altogether.
Step 2 – Desire
Once people understand the change, the next step is to help them feel personally motivated to take part. Desire is about building genuine support for the change, not just compliance, but willingness.
Key activities in this step include:
- Discussing personal motivations
- Addressing worries and resistance
- Explaining how the change could benefit them directly
When people can see how the change will benefit them, they’re far more likely to get behind it.
Step 3 – Knowledge
Now that everyone is on board with the change, they need to know how. This part of the process is about providing people with all the information, training and support they need.
Key activities in this step include:
- Delivering relevant training
- Providing guides and resources
- Offering education
The more your team knows, the more confident they will feel.
Step 4 – Ability
Once people know what to do and have the knowledge to do so, the next step is applying it in real working situations.
Key activities in this step include:
- Providing coaching and support
- Offering opportunities to practice
- Feedback on progression to build confidence
This is the stage where you’ll start to see changes in how work is completed. It’s also where people may need the most encouragement.
Step 5 – Reinforcement
Once the change is in place, the next step is to make sure that it stays. The reinforcement stage is about maintaining the changes through support and recognition.
Key activities in this step include:
- Tracking changes and progress
- Rewarding behaviours and celebrating wins
- Making adjustments when needed
The aim is to reinforce the change so it becomes the new normal way of working.
Why ADKAR works
The core of the ADKAR model is its focus on individuals and the support they receive through the process, based on the belief that successful organisational change happens when individuals change.
Here’s why it’s useful:
- Individual focus – Puts people at the centre of the process, recognising that lasting change happens one person at a time.
- Clear structure – Breaks change into simple, manageable steps so everyone knows where they are in the process.
- Identifies barriers – Helps spot and address obstacles early by showing exactly where people may be struggling.
- Measurable progress – Each stage has specific outcomes, making it easier to track progress and decide where extra support is needed.
- Better communication – Clarifies what’s expected and why, improving understanding between leadership, managers, and teams.
- Targeted training – Highlights the skills and knowledge people need so training can be more relevant and effective.
- Adaptable – Can be applied to many different types of change, across industries and organisational cultures.
- Sustains change – Reinforcement ensures new ways of working are maintained long after the initial change is made.
Helping your team through change
At Sales Training International, we provide change management training alongside a wide range of other services, including sales training, leadership training, and LinkedIn training. If you’d like to learn more about the ADKAR process and other methods of change management, visit our Change Management Resources page, check out our YouTube channel, and watch the video below.
