What is the initial step in Kotter's Process for Change?

Establishing urgency is the initial step in Kotter's Process for Change because it sets the foundation for the entire change initiative. This step is crucial because it helps to create a compelling need for change within the organization. By establishing urgency, leaders can motivate employees to recognize the need for change, which helps to overcome resistance and fosters a sense of importance around the change effort.

When individuals within an organization understand why change is necessary and recognize the potential risks of maintaining the status quo, they become more willing to engage with the change process. Urgency can be communicated by highlighting market trends, competitive pressures, internal challenges, or other factors that necessitate a shift in the organization’s approach. Without this sense of urgency, subsequent steps in Kotter's model—such as building a coalition or communicating the vision—can falter, as employees may not feel compelled to support or participate in the change initiative.