Change Readiness Formula

C = (abd) > X

  • C = Change
  • a = compelling, vivid, vision of desired future state
  • b = Dissatisfaction with status quo (pain message)
  • d = Practical first steps, strategies or action plans that can close the gap
  • X = Perceived costs of change (personal / organizational)

Source: This change formula was devised by Gleicher and cited in Beckhard, R. and Harris, R.T. (1977).  Organizational Transitions: Managing Complex Change.   Reading, MA: Addison-Wesley Publishing Company.

The same formula is sited differently in Bunker & Alban, Large Group Intervention:, page 71

C = D x V x F > R

  • C = Change
  • D = Dissatisfaction with the current organizational system
  • V = clear vision of the organizational goals for the future
  • F = Practical First Steps
  • R = Resistance to change that is present in the organization



Primary Goals sits at the intersection of three core ideas about communication:
  • Leaders create vision by communicating a compelling future to their teams.
  • Teams create success based on how effectively the communicate and coordinate with each other.
  • Entrepreneurial ventures are successful only when they communicate value to people with a concern that the business can take care of
In all cases, it’s about Conversations for Committed Results.  That’s our Primary Goal.  



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