Transcript
SPEAKER:
After awareness, the second building block of the ADKAR model is desire, desire to participate and support the change. It is the personal decision to get on board. It's when you are standing still, and you put your left foot in front of the right foot. You took a step. You made the personal decision that I am going to engage in this change.
There's all kinds of factors that influence desire. It's a very personal component because it is that personal decision. It's an internalisation. It's an internal flip of the switch.
What are the things that influence desire? Well, what's in it for me? Certainly, there is a driver about, what is it actually going to mean for me or my team or us? But there is a, what is the payoff at the individual level?
Organisational context plays a role in influencing desire, too. What else is going on within the organisation? What else am I involved with? What else is hitting me? How do I see myself moving forward or out of or within this organisation?
My personal situation influences desire, absolutely. All of the things that go on in my life, inside and outside of the work walls will influence my personal decision around this particular initiative.
And then finally, what motivates me? Am I internally motivated, externally motivated? Do I need lots of appreciation and acknowledgment? Do I not need any of it? What is it that motivates me? And it's going to trigger that personal decision.
Desire is tricky because it is that personal decision. We cannot make somebody have desire, but we can nudge and influence desire when we better understand these influencing factors.
And I'll give you a little bit of an extra tidbit here on the bottom right. This is a visual I used for many years. I hadn't used it for probably five years now, but I thought it was worth pulling forward because I think it's an interesting view of the same change but different desires.
The same change here is for you to buckle up your safety belt when you're driving. Notice the first sign, buckle up, it could save your life. The second sign, buckle up, it's the law. And then the third sign, click it or ticket, $142 minimum fine.
Fascinating. It's the exact same change getting you to buckle your safety belt, but we have three different appeals to desire – conformity to the law, personal safety, and avoiding that $140 ticket.
Interestingly, I was at the Prosci headquarters in Fort Collins, Colorado just a couple of weeks ago. I was driving up from DIA along E-470, and they've got those big old signs that are up above the roadway that they can change out. And as I drove by one, it said, seat belt unbuckled? Seriously?!? Which found fascinating because now here, we are attempting to shame me into making the personal decision to click my seat belt.
After awareness of the need for change comes the desire, the personal decision to engage in the change.
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