ADKAR Model
Also known as: Prosci ADKAR, Individual Change Management Model
A goal-oriented change management model that focuses on five sequential outcomes an individual must achieve for change to be successful: Awareness, Desire, Knowledge, Ability, and Reinforcement.
Quick Reference
Memory Aid
A-D-K-A-R: Aware of the need, Desire to change, Know how, Able to do it, Reinforced to keep it.
TL;DR
For each affected individual/group, assess five sequential elements: Awareness, Desire, Knowledge, Ability, Reinforcement. Find the barrier point and design targeted interventions. Reassess regularly.
What Is ADKAR Model?
ADKAR says that for any change to work, each individual must go through five steps: they must be Aware of why the change is needed, Desire to support it, have the Knowledge of how to change, develop the Ability to implement it, and receive Reinforcement to sustain it.
Change is a process, not an event. And the process happens one person at a time.
— Jeff Hiatt, creator of ADKAR
Unlike Kotter's model which focuses on organizational-level change leadership, ADKAR focuses on individual transitions. Each element is sequential — you can't have Desire without Awareness, and Ability doesn't matter without Knowledge. The model serves as both a diagnostic (where is each person stuck?) and a planning tool (what do we need to provide at each stage?). Change fails when leaders focus on Knowledge and Ability (training) while neglecting Awareness and Desire (motivation).
ADKAR Individual Change Model
Five sequential elements that each person must achieve for change to succeed.
Awareness
Why change?
Desire
Want to change
Knowledge
How to change
Ability
Can change
Reinforcement
Sustain change
Origin & Context
Developed by Prosci founder Jeff Hiatt based on research with over 900 organizations. Published in 'ADKAR: A Model for Change in Business, Government, and Our Community.'
Core Components
Awareness
Understanding why the change is necessary.
Example
Presenting market data showing competitors are 40% faster at product development.
Desire
Personal motivation to participate in and support the change.
Example
Showing individuals how the change benefits them — career growth, better tools, improved work-life balance.
Knowledge
Understanding how to change — the skills, processes, and behaviors needed.
Example
Training programs, workshops, and documentation on the new processes and tools.
Ability
The demonstrated capability to implement the change.
Example
Hands-on practice, coaching, and mentoring to build proficiency in new ways of working.
Reinforcement
Mechanisms to sustain the change and prevent reversion.
Example
Recognition programs, performance metrics, and visible leadership support for the new behaviors.
Did You Know?
Prosci's research across 4,500+ organizations found that projects with excellent change management were six times more likely to meet objectives than those with poor change management. ADKAR assessments can identify resistance at the individual level with surprising precision — most resistance clusters at just one or two of the five elements.
When to Use ADKAR Model
Technology adoption and digital transformation
Problem it solves: Identifies why individuals resist new technology — is it lack of awareness, motivation, skills, or reinforcement?
Real-World Application
A hospital implementing a new EHR system used ADKAR assessments for each department. Nurses scored low on Desire (they felt the new system added workload), while doctors scored low on Knowledge (insufficient training). Different interventions were designed for each group.
Process change implementation
Problem it solves: Ensures that process changes address individual readiness, not just organizational readiness.
Real-World Application
A manufacturing company changing to lean processes found through ADKAR that shop floor workers had high Awareness and Desire but low Ability. The solution was intensive hands-on coaching, not more classroom training.
Use ADKAR as a diagnostic: if someone is resisting change, identify which element they're stuck on. Providing training (Knowledge) to someone who lacks Desire is wasted effort.
How to Apply ADKAR Model: Step by Step
Before You Start
- →A defined change initiative
- →Understanding of the affected individual groups
- →Assessment tools for each ADKAR element
Assess Current ADKAR State
For each affected group, assess their level on each ADKAR element (1-5 scale).
Tips
- ✓Use surveys and interviews to assess each element
Common Mistakes
- ✗Assuming all groups are at the same stage
Identify the Barrier Point
Find the first element where the score drops — that's where the individual is stuck.
Tips
- ✓You can't address Knowledge if Desire is the barrier
Common Mistakes
- ✗Trying to address all elements simultaneously
Design Targeted Interventions
Create specific actions to address the barrier point for each group.
Tips
- ✓Different groups may be stuck at different points
Common Mistakes
- ✗Using the same intervention for all groups
Monitor and Adjust
Reassess ADKAR scores regularly and adjust interventions as people progress.
Tips
- ✓Watch for regression, especially in Reinforcement
Common Mistakes
- ✗Assessing only at the beginning and end of the change
Value & Outcomes
Primary Benefit
Diagnoses exactly where individual change is stuck and prescribes targeted interventions.
Additional Benefits
- ✓Simple enough for line managers to use, not just change professionals
- ✓Works for any type of change — technology, process, organizational
What You'll Learn
- →How to diagnose individual barriers to change
- →How to design targeted interventions for each ADKAR element
Typical Outcomes
Best Practices
📋 Preparation
- •Segment stakeholders into groups with similar change impacts
- •Assess each group's ADKAR baseline
🚀 Execution
- •Address elements in sequence — don't skip ahead
- •Customize interventions by stakeholder group
🔄 Follow-Up
- •Reassess regularly
- •Don't neglect Reinforcement after initial adoption
💎 Pro Tips
- •Managers are the most powerful channel for building Desire and providing Reinforcement — invest in coaching managers to lead change
The two most commonly neglected elements are Desire and Reinforcement. Organizations spend heavily on training (Knowledge) while underinvesting in motivation and sustainment.
Microsoft's Cloud Transition
When Satya Nadella shifted Microsoft's culture from 'know-it-all' to 'learn-it-all,' the transformation followed ADKAR principles. Awareness came from Nadella's vision emails and town halls. Desire was built through Carol Dweck's growth mindset training. Knowledge came from hackathons and learning days. Ability was developed through new OKR-based performance reviews. Reinforcement came from publicly celebrating collaboration and learning failures.
Limitations & Pitfalls
Focuses on individuals, not organizational systems
Mitigation: Combine with Kotter's 8 Steps for organizational-level change management
Assumes change is a linear progression — people may regress
Mitigation: Plan for regression and build Reinforcement mechanisms early
Apply ADKAR Model with Stratrix
Turn this framework into a professional strategy deck in under a minute. Stratrix applies ADKAR Model automatically to your business context.
Try Stratrix Free