ADKAR Model

Introduction: ADKAR Model

The ADKAR Model is a practical framework for managing individual and organisational change. Developed by Jeff Hiatt, founder of Prosci, it focuses on guiding people through the personal transition required for successful transformation. The acronym stands for Awareness, Desire, Knowledge, Ability, and Reinforcement, representing the five key building blocks of change.

Background

Created in the late 1990s, the ADKAR Model emerged from research into why some organisational changes succeed while others fail. Hiatt observed that successful change depends not only on strategy and systems but also on individual adoption. The model has since become one of the most widely used tools in change management, especially in business transformation, digitalisation, and cultural change initiatives.

Key Elements/Features

The ADKAR Model is built around five sequential stages:

• Awareness: Understanding the need for change and why it is necessary.
• Desire: Developing the motivation and willingness to participate in the change.
• Knowledge: Learning how to change, including the skills and information required.
• Ability: Putting knowledge into practice and developing new behaviours.
• Reinforcement: Sustaining the change through feedback, recognition, and accountability.

These stages help leaders identify and address barriers at the individual level, ensuring change is adopted and maintained.

Applications/Examples

The ADKAR Model is applied in various industries to manage initiatives such as technology upgrades, process improvements, and cultural shifts. For instance, during a software rollout, managers first build awareness of the reasons for change, then ensure employees gain knowledge and ability to use the new system. Continuous reinforcement helps embed the new habits over time.

Relevance/Impact

The ADKAR Model is effective because it translates complex organisational change into a human process. It provides a clear diagnostic tool for identifying resistance, designing targeted interventions, and tracking progress. By focusing on people first, organisations increase adoption rates and sustain long-term transformation.

See also

• Lewin’s Change Management Model
• Kotter’s 8-Step Model
• Cap Model
• Tim Knoster