ADKAR is a goal-oriented change management model that describes five outcomes an individual must achieve for change to be sustained. The model is sequential — you cannot shortcut an earlier stage by investing more in a later one.
The five elements
| Stage | Question it answers |
|---|---|
| A wareness | Do people know why the change is happening? |
| D esire | Do they want to support and participate? |
| K nowledge | Do they know how to change? |
| A bility | Can they actually perform the new behaviour? |
| R einforcement | What keeps them from slipping back? |
How I use it
ADKAR makes change problems diagnosable. When a transformation is stalling, you can identify which element is the constraint. Most initiatives fail at Desire — teams understand what is changing and how to operate the new system, but they never genuinely committed because the why never landed.
Running an ADKAR assessment at each stage of a transformation gives you a leading indicator of adoption risk before the go-live date, not after.
Common mistakes
Confusing Awareness with Desire — communicating the case for change and assuming people now want it. Awareness is necessary but not sufficient. Desire requires something more personal: a reason the individual cares about.
Skipping Reinforcement — declaring success at go-live. Without reinforcement, people revert. New habits require practice and positive feedback to stabilise.
Related models
- Kotter’s 8-Step Model (broader organisational view)
- Bridges’ Transition Model (focuses on the emotional journey)
- Lencioni’s Five Dysfunctions (when resistance traces to team dynamics)