Most people are aware that they need to be good learners in order to be successful in any walk of life. Many people associate learning with going to school. Others, especially good entrepreneurs, have street smarts and learn more by doing. To remain competitive in a chaotic world it is smart to adopt a change management model of continuous learning such as ADKAR®. It will help you better understand your customers’ requirements and explain your solutions.

A few years ago a friend of mine, Wendy Lickacz[1], told me about a learning model called ADKAR® by Prosci®[2]. It stands for Awareness, Desire, Knowledge, Ability and Reinforcement. Since then I have applied this simple model successfully a number of times. The more I think about it, the more I realise that the model works because it follows a natural learning path.

There is a law of nature that states that any living thing has to be able to match the variety in its environment. If you want to survive and prosper you have to understand what’s going on around you and act appropriately. You have to be able to identify the opportunities and threats, and then set strategies to take advantage of those opportunities and avoid those threats. In today’s world, the windows of opportunity and the emerging threats pop up and close with increasing speed.

If you want to understand something, start with an Awareness of it. If you think about starting a new business or product, for example, become acquainted with the idea. You explore its ins and outs and play with the idea. Look for examples of related businesses or products and study them.

When you have explored the idea of that new business your Desire may automatically kick in. Some aspects of the business or product may attract you and drive you to explore further. That is the desire to learn more.

The desire drives you to acquire Knowledge, the K in ADKAR®. That acquired knowledge becomes your map or model of reality surrounding your business idea. What goes into the business, what value is added, and what comes out?

When you have sufficient knowledge, you begin to want to interact and experiment to test your ideas. You may begin with a small scale model or prototype of the business, or a minimal viable product. That’s the second A in ADKAR® – Ability— the ability to make things happen.

In order to achieve, develop and maintain that ability you will need to repeat, rehearse and reward it. In other words, you Reinforce the learning. Reinforcement makes the learning stick and grow. You are building memory, linking knowledge, skills and wisdom to outcomes.

If you’re in small business you need to stay aware of a number of emerging and declining trends in your industry. Let curiosity draw you in to better understand. At the same time, you need to be able to effectively communicate with your customers about their needs and your solutions. Using the ADKAR® model can help you organize your material to more quickly and effectively educate your market, get traction and routinely improve customer loyalty.

Randal Adcock[3]

www.wayfindersbusinesscooperative.ca

[1] Wendy is a member of Wayfinders Business Co-operative and is a continuous learner. She holds a BSW in Social Work, a Masters in Human Security and Peace Building, and certificates in International Trade, Mental Health First Aid, and others. She is also self-employed in her company Soul/Sole Works.

[2] ADKAR® is a Trademarked change management model created by Jeff Hiatt at Prosci®: www.prosci.com

[3] Randal holds a BA in Philosophy, MA in Community Development, certificates in Management Development and Business Analysis, and courses in Adult education. He is President of Wayfinders Business Co-operative.