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PRE-CONTEMPLATION CONTEMPLATION PREPARATION ACTION MAINTENANCE

A D K A R
AWARENESS DESIRE KNOWLEDGE ABILITY REINFORCEMENT
It’s important to realize Understanding that there’s There’s no point in trying Knowing how to do During this stage, you
that by implementing a need for change and to implement change something doesn’t should also be on the
change, you require wanting change to happen unless the people whose necessarily mean that you lookout for areas where
employees to step outside are two different things. jobs are changing know can do it in practice. the new process isn’t
of their comfort zone. When people honestly how to get things done. Here’s a simple example. serving you or is
They aren’t going to do so want to see positive Getting through this step When you were a kid, you demotivating your staff.
willingly unless you can. change, they’ll go. could be as simple as. knew that to ride a. For instance, if you’ve. 

ENABLEMENT ZONE ENGAGEMENT ZONE

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PRE-CONTEMPLATION CONTEMPLATION PREPARATION ACTION MAINTENANCE

A D K A R
AWARENESS DESIRE KNOWLEDGE ABILITY REINFORCEMENT
It’s important to realize Understanding that there’s There’s no point in trying Knowing how to do During this stage, you
that by implementing a need for change and to implement change something doesn’t should also be on the
change, you require wanting change to happen unless the people whose necessarily mean that you lookout for areas where
employees to step outside are two different things. jobs are changing know can do it in practice. the new process isn’t
of their comfort zone. When people honestly how to get things done. Here’s a simple example. serving you or is
They aren’t going to do so want to see positive Getting through this step When you were a kid, you demotivating your staff.
willingly unless you can. change, they’ll go. could be as simple as. knew that to ride a. For instance, if you’ve. 

ENABLEMENT ZONE ENGAGEMENT ZONE

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DESIRE
AWARENESS
To instill a desire for
To create awareness of change, people need to
the need for change, you know why it’s good
need everybody who is for them. For example,
affected by it to be aware they might not care that
of the issues that the business’s profits are
triggered the initiative. low. But they will care if
That might mean sharing they know that low
some uncomfortable profitability may lead to
truths, but if people don’t the business freezing
understand the problem wage increases, having to
with the old way of implement layoffs, or
working. even closing down.
3
REINFORCEMENT
ABILITY
KNOWLEDGE
During this stage, you
When you implement a should also be on the
There’s no point in trying new process, you don’t lookout for areas where
to implement change want to risk any “oops” the new process isn’t
unless the people whose moments. Hands-on serving you or is
jobs are changing know training is the best demotivating your staff.
how to get things done. training, and once people For instance, if you’ve
Getting through this step have demonstrated their overestimated a person or
could be as simple as ability, you can be department’s capacity
showing them how you reasonably confident that and there’s a bottleneck
want them to work from there won’t be any costly in the process, people will
now on and where they errors later on. feel overworked and
fit into the process flow.
stressed out.
However, people might
also need training.
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A AWARENESS OF THE NEED FOR CHANGE

D DESIRE TO SUPPORT THE CHANGE

K KNOWLEDGE OF HOW TO CHANGE

A ABILITY TO DEMONSTRATE SKILLS AND BEHAVIORS

R REINFORCEMENT TO MAKE CHANGES STICK

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To create awareness of the need for change, you need everybody who is
AWARENESS affected by it to be aware of the issues that triggered the initiative. That
might mean sharing some uncomfortable truths, but if people don’t.

To create awareness of the need for change, you need everybody who is
DESIRE affected by it to be aware of the issues that triggered the initiative. That
might mean sharing some uncomfortable truths, but if people don’t.

To create awareness of the need for change, you need everybody who is
KNOWLEDGE affected by it to be aware of the issues that triggered the initiative. That
might mean sharing some uncomfortable truths, but if people don’t.

To create awareness of the need for change, you need everybody who is
ABILITY affected by it to be aware of the issues that triggered the initiative. That
might mean sharing some uncomfortable truths, but if people don’t.

To create awareness of the need for change, you need everybody who is
REINFORCEMENT affected by it to be aware of the issues that triggered the initiative. That
might mean sharing some uncomfortable truths, but if people don’t.
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To create awareness of the To create awareness of the

need for change, you need need for change, you need
everybody who is affected by everybody who is affected by

A D K A R
To create awareness of the To create awareness of the To create awareness of the
need for change, you need need for change, you need need for change, you need
everybody who is affected by everybody who is affected by everybody who is affected by
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CURRENT
A AWARENESS: OF THE NEED FOR
CHANGE

D DESIRE: TO SUPPORT THE

CHANGE

TRANSITION K KNOWLEDGE: OF HOW TO

CHANGE

A ABILITY: TO DEMONSTRATE
SKILLS AND BEHAVIORS

FUTURE

R REINFORCEMENT: TO MAKE
CHANGES STICK
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A
It’s important to realize
D
Understanding that there’s
K
There’s no point in trying
A
Knowing how to do
R
During this stage, you
that by implementing a need for change and to implement change something doesn’t should also be on the
change, you require wanting change to happen unless the people whose necessarily mean that you lookout for areas where
employees to step outside are two different things. jobs are changing know can do it in practice. the new process isn’t
of their comfort zone. When people honestly how to get things done. Here’s a simple example. serving you or is
They aren’t going to do so want to see positive Getting through this step When you were a kid, you demotivating your staff.
willingly unless you can. change, they’ll go. could be as simple as. knew that to ride a. For instance, if you’ve. 

AWARENESS DESIRE KNOWLEDGE ABILITY REINFORCEMENT

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AWARENESS DESIRE KNOWLEDGE ABILITY REINFORCEMENT

It’s important to realize Understanding that there’s There’s no point in trying Knowing how to do During this stage, you
that by implementing a need for change and to implement change something doesn’t should also be on the
change, you require wanting change to happen unless the people whose necessarily mean that you lookout for areas where
employees to step outside are two different things. jobs are changing know can do it in practice. the new process isn’t
of their comfort zone. When people honestly how to get things done. Here’s a simple example. serving you or is
They aren’t going to do so want to see positive Getting through this step When you were a kid, you demotivating your staff.
willingly unless you can. change, they’ll go. could be as simple as. knew that to ride a. For instance, if you’ve. 
 ADKAR INFOGRAPHIC 10

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AWARENESS DESIRE KNOWLEDGE ABILITY REINFORCEMENT

It’s important to realize Understanding that There’s no point in Knowing how to do During this stage, you
that by implementing there’s a need for trying to implement something doesn’t should also be on the
change, you require change and wanting change unless the necessarily mean that lookout for areas where
employees to step change to happen are people whose jobs are you can do it in practice. the new process isn’t
outside of their comfort two different things. changing know how to Here’s a simple example. serving you or is
zone. They aren’t going When people honestly get things done. Getting When you were a kid, demotivating your staff.
to do so willingly unless want to see positive through this step could you knew that to ride a For instance, if you’ve
you can. change, they’ll go. be as simple as. a bicycle, you would. overestimated a person. 
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AWARENESS KNOWLEDGE REINFORCEMENT

It’s important to realize that by
implementing change, you require
employees to step outside of their
comfort zone. They aren’t going to
do so willingly unless you can.
There’s no point in trying to
implement change unless the
people whose jobs are changing
know how to get things done.
Getting through this step could be.
During this stage, you should also
be on the lookout for areas where
the new process isn’t serving you
or is demotivating your staff. For
instance, if you’ve overestimated. 

DESIRE ABILITY

Understanding that there’s a need Knowing how to do something

for change and wanting change to doesn’t necessarily mean that you
happen are two different things. can do it in practice. Here’s a
When people honestly want to see simple example. When you were a
positive change, they’ll go. kid, you knew that to ride a.
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AWARENESS KNOWLEDGE REINFORCEMENT

It’s important to realize that by
implementing change, you require
employees to step outside of their
comfort zone. They aren’t going to
do so willingly unless you can.
There’s no point in trying to
implement change unless the
people whose jobs are changing
know how to get things done.
Getting through this step could be.
During this stage, you should also
be on the lookout for areas where
the new process isn’t serving you
or is demotivating your staff. For
instance, if you’ve overestimated. 

DESIRE
Understanding that there’s a need
for change and wanting change to
happen are two different things.
When people honestly want to see
positive change, they’ll go.
ABILITY
Knowing how to do something
doesn’t necessarily mean that you
can do it in practice. Here’s a
simple example. When you were a
kid, you knew that to ride a a.
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AWARENESS 50%

DESIRE 65%

KNOWLEDGE 90%

ABILITY 75%

REINFORCEMENT 40%
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It’s important to realize that by

A
implementing change, you require.

Understanding that there’s a need for

D
change and wanting change to happen.

There’s no point in trying to implement

K
change unless the people whose jobs.

Knowing how to do something doesn’t

A
necessarily mean that you can do it.

During this stage, you should also be on

R
the lookout for areas where the new. 
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A D K A R
It’s important to realize Understanding that there’s There’s no point in trying Knowing how to do During this stage, you
that by implementing a need for change and to implement change something doesn’t should also be on the
change, you require wanting change to happen unless the people whose necessarily mean that you lookout for areas where
employees to step outside are two different things. jobs are changing know can do it in practice. Here’s the new process isn’t
of their comfort zone. They When people honestly how to get things done. a simple example. When serving you or is
aren’t going to do so want to see positive Getting through this step you were a kid, you knew demotivating your staff.
willingly unless you can. change, they’ll go. could be. that to ride a a. For instance, if you’ve. 
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D A
A K R
It’s important to realize Understanding that there’s There’s no point in trying Knowing how to do During this stage, you
that by implementing a need for change and to implement change something doesn’t should also be on the
change, you require wanting change to happen unless the people whose necessarily mean that you lookout for areas where
employees to step outside are two different things. jobs are changing know can do it in practice. Here’s the new process isn’t
of their comfort zone. They When people honestly how to get things done. a simple example. When serving you or is
aren’t going to do so want to see positive Getting through this step you were a kid, you knew demotivating your staff.
willingly unless you can. change, they’ll go. could be. that to ride a a. For instance, if you’ve. 
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AWARENESS DESIRE KNOWLEDGE ABILITY

It’s important to realize Understanding that there’s There’s no point in trying Knowing how to do REINFORCEMENT
that by implementing a need for change and to implement change something doesn’t
During this stage, you
change, you require wanting change to happen unless the people whose necessarily mean that you
should also be on the
employees to step outside are two different things. jobs are changing know can do it in practice.
lookout for areas where
of their comfort zone. When people honestly how to get things done. Here’s a simple example.
the new process isn’t.
They aren’t going to do so want to see positive Getting through this step When you were a kid, you
willingly unless you can. change, they’ll go. could be. knew that ride a bicycle.
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It’s important to realize that by implementing change, you require employees to step
AWARENESS
outside of their comfort zone. They aren’t going to do so willingly unless you can.

Understanding that there’s a need for change and wanting change to happen are two
DESIRE
different things. When people honestly want to see positive change, they’ll go.

There’s no point in trying to implement change unless the people whose jobs are
KNOWLEDGE
changing know how to get things done. Getting through this step could be.

Knowing how to do something doesn’t necessarily mean that you can do it in practice.
ABILITY
Here’s a simple example. When you were a kid, you knew that ride a bicycle.

During this stage, you should also be on the lookout for areas where the new process
REINFORCEMENT
isn’t serving you or is demotivating your staff. For instance, if you’ve overestimated
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AWARENESS DESIRE KNOWLEDGE ABILITY REINFORCEMENT

It’s important to Understanding that There’s no point in Knowing how to do During this stage, you
realize that by there’s a need for trying to implement something doesn’t should also be on the
implementing change, change and wanting change unless the necessarily mean that lookout for areas
you require change to happen are people whose jobs are you can do it in where the new
employees to step two different things. changing know how practice. Here’s a process isn’t serving
outside of their When people to get things done. simple example. you or is demotivating
comfort zone. They honestly want to see Getting through this When you were a kid, your staff. For
aren’t going to do so. positive change. step could be. you knew that to ride. instance, if you’ve. 
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D A
It’s important to realize It’s important to realize

A K R
that by implementing that by implementing
change, you require change, you require
employees to step outside employees to step outside
of their comfort zone. They of their comfort zone. They
aren’t going to do so aren’t going to do so
willingly unless you can. willingly unless you can.

It’s important to realize It’s important to realize It’s important to realize

that by implementing that by implementing that by implementing
change, you require change, you require change, you require
employees to step outside employees to step outside employees to step outside
of their comfort zone. They of their comfort zone. They of their comfort zone. They
aren’t going to do so aren’t going to do so aren’t going to do so
willingly unless you can. willingly unless you can. willingly unless you can.