Stage: Shock & Denial

When people first hear about a change, their immediate response is often disbelief or numbness. They may pretend the change isn’t real or act as if it won’t affect them.

What Leaders Must Do:

• Communicate only once the change is clear and confirmed.
• Explain what is changing, why, and how it impacts the team.
• Avoid vague messages—uncertainty fuels denial.

Key Phrases:

• “Here’s what’s changing and why.”
• “It will be tough—and here’s how.”

💡 Best Time to Act: Late in the workday or before a break—so people have time to reflect without needing to immediately perform.

Stage: Anger, Resistance, Frustration

At this point, emotions rise. People begin to resist the change emotionally—even if they don’t express it directly. They may complain, question leadership, or look for scapegoats.

What Leaders Must Do:

• Keep repeating the vision of the future state.
• Don’t argue or fight resistance—acknowledge it while painting the path forward.
• Provide clarity and conviction about what’s ahead.

Key Phrases:

• “This is where we’re going.”
• “I understand it’s hard to see it now—but the direction is clear.”

💡 Best Time to Act: Mid-morning or early afternoon—when energy is steady, and people can engage in deeper conversations.

Stage: Sadness, Confusion, Withdrawal

This is when the reality sinks in. People may feel exhausted, low in energy, or disengaged. It’s a moment of loss—of old routines, habits, or identity.

What Leaders Must Do:

• Allow space for expression without rushing to “fix” things.
• Listen deeply and validate feelings.
• Resist the urge to rationalize—emotion needs empathy first.

Key Phrases:

• “It’s okay to feel frustrated.”
• “I hear you.”

💡 Best Time to Act: End of day or in one-on-one check-ins when people feel safer opening up.

Stage: Bargaining

People may try to regain control by negotiating or offering compromises. They want to feel involved—but can also stall the change by trying to reverse or soften its terms.

What Leaders Must Do:

• Be very clear about what is non-negotiable.
• Offer ownership and autonomy where possible—but be firm.
• Hold boundaries without becoming authoritarian.

Key Phrases:

• “This part is not up for debate.”
• “Here’s where you can shape things—and where you can’t.”

💡 Best Time to Act: When resistance turns into questions or proposals—this is the time to set limits and clarify roles.

Stage: Early Acceptance

People are starting to move forward, but they still need direction and reinforcement. The worst is behind them, but their energy is still fragile.

What Leaders Must Do:

• Help people find their next move.
• Be a calm, confident presence—belief is contagious.
• Turn clarity into small, tangible steps.

Key Phrases:

• “Let’s take the next step.”
• “We’ve got this.”

💡 Best Time to Act: Morning kick-offs or beginning of a new sprint/project—when momentum can be built with clear focus.

Stage: Engagement, Testing, Learning

People begin testing out the change, adapting behaviors, and finding their rhythm again. Encouragement is critical here to prevent regressions.

What Leaders Must Do:

• Celebrate early wins and acknowledge effort.
• Support momentum rather than perfection.
• Reinforce what's working.

Key Phrases:

• “Nice work—this is a great start.”
• “We’re learning together.”

💡 Best Time to Act: After completing early steps or pilot phases—when progress can be measured and recognized.

Stage: Ownership & Growth

The change is now part of the culture. People begin identifying with the new way of working. This is where you reinforce what’s become the new norm.

What Leaders Must Do:

• Celebrate progress and reinforce new identity.
• Talk about how far you've come—not what you left behind.
• Embed the new way into your culture and systems.

Key Phrases:

• “This is our new standard.”
• “We’ve grown stronger.”

💡 Best Time to Act: End of cycle, launch milestone, or team gathering—moments that allow reflection and reinforcement.