The answer, ladies and gentlemen, is Reinforcement. In this video, we explore what Reinforcement is as part of the ADKAR model, how you build and measure it in others, and how to best leverage it in an organization.

Here is a small excerpt from our video which takes an in-depth look at Reinforcement. It is the step in ADKAR most often forgotten or even ignored. This is why Reinforcement is such a crucial part of ADKAR and why we cannot ignore the consequences of neglecting this step. Further to this, we highlight the importance of addressing both positive and negative feedback. This is because some people change when they see the light, whilst others change when they feel the heat.

In this video, we discuss which plans are used to build Reinforcement and also touch a bit on how to compile these plans. As change practitioners, it is crucial to ask who we need to ensure the success of each ADKAR step, and how we can empower them. For Reinforcement, this would be the direct Managers of the people impacted by the change. As we say in this video, “Managers need to communicate key messages consistently to ensure the circulation of status updates and success stories.”

In summary, a key step in anyone’s change journey is Reinforcement. This is the step of ADKAR where we keep driving the change until it’s no longer seen as a change.

Find our previous videos on ADKAR for a deeper exploration of each step individually.