Introduction
Organizations don't change - people do. This simple truth explains why many change initiatives fail despite perfect planning, executive support, and resource investment. Leaders focus on organizational change while forgetting that it's individuals who must actually change their behaviors.
Developed by Jeff Hiatt and Prosci, the ADKAR Model provides a people-centered approach to change. Instead of focusing on project plans and timelines, it focuses on what must happen inside each person for change to succeed.
What is it?
ADKAR is an acronym representing five sequential outcomes individuals must achieve for change to work. Each letter represents a building block that must be in place before moving to the next:
Key Points
- Awareness: Understanding why the change is needed and what risks exist if we don't change
- Desire: Personal motivation to support and participate in the change
- Knowledge: Information, training, and education about how to change
- Ability: Demonstrated capability to implement required skills and behaviors
- Reinforcement: Internal and external factors that sustain the change over time
The model is sequential - you cannot skip steps. Without awareness, people won't develop desire. Without desire, knowledge doesn't matter because people won't apply it. Without ability, even motivated, knowledgeable people can't execute. Without reinforcement, people revert to old habits.
Why it matters
ADKAR has become one of the most widely used change models because it addresses change where it actually happens - with individuals:
Diagnoses Where Change is Stuck
When change isn't working, ADKAR helps pinpoint exactly where the blockage is. Are people unaware of why change is needed (Awareness)? Do they know but not care (Desire)? Do they want to but don't know how (Knowledge)? The model provides diagnostic precision.
Focuses on People, Not Process
Most change models focus on what the organization should do. ADKAR focuses on what must happen with individuals. This shift is powerful because organizational change only succeeds when individual change succeeds.
Provides Clear Action Plans
Once you diagnose where individuals are stuck, you know exactly what to do. Stuck at Awareness? Communicate more about why. Stuck at Desire? Address concerns and WIIFM (What's In It For Me). Stuck at Ability? Provide coaching and practice. The model drives specific actions.
Prevents the 'Knowing-Doing Gap'
Many change efforts train people (Knowledge) but don't ensure they can actually apply it (Ability) or stick with it (Reinforcement). ADKAR prevents this gap by making all five elements explicit requirements.
Essential for Technology Adoption
When implementing new technology (like AI), technical deployment is the easy part. Getting people to actually use it is hard. ADKAR provides a framework for moving individuals from awareness of AI's potential through desire to use it, knowledge of how, ability to apply it effectively, and reinforcement to make it stick.
AI-powered platforms like NODE can support each ADKAR element: building awareness through simulations showing consequences of not changing, strengthening desire by demonstrating personal benefits, providing knowledge through guided scenarios, building ability through safe practice, and reinforcing change through repeated application.
Frequently Asked Questions
How is ADKAR different from Kotter's 8 Steps?
Kotter's model focuses on organizational-level actions leaders should take. ADKAR focuses on individual-level outcomes that must occur. They're complementary - use Kotter to guide organizational change efforts and ADKAR to ensure individual change happens.
What do I do if someone is stuck at Desire?
Lack of desire usually stems from fear, misunderstanding, or misaligned incentives. Address concerns directly, clarify WIIFM, involve people in shaping the change, address legitimate obstacles, and sometimes make tough decisions about whether someone fits the new direction.
How do I measure progress through ADKAR?
Prosci provides assessment tools, or you can use simple surveys asking individuals to rate themselves on each element. You can also observe behaviors: Do people articulate why change matters? Are they participating actively? Can they demonstrate new skills? Are they sustaining new behaviors?
Can people be at different ADKAR stages?
Absolutely - and they usually are. Early adopters may have reached Ability while resisters are stuck at Awareness. This is why one-size-fits-all change communication fails. Tailor your approach based on where different individuals or groups are stuck.
How can AI help with implementing ADKAR?
AI platforms can create personalized scenarios matching where individuals are in ADKAR, provide practice building knowledge and ability in safe environments, offer immediate feedback to accelerate learning, and provide reinforcement through repeated application. Tools like NODE support the full ADKAR journey.