Communicating to Enlist Support
These stages from awareness to commitment can be responded to more effectively when we look at how a person reacts to the process through the lens of the Concerns Based Adoption Model. (CBAM) The Concerns-Based Adoption Model was developed in the 1970s and 1980s by a team of researchers at the Research and Development Center for Teacher Education at the University of Texas at Austin. Basically, the model shows what needs an individual has as they progress from awareness to commitment. It takes a deep and rich workshop to understand the CBAM completely, so let’s just accept that leaders should
- help people to understand how changes will affect them personally and
- proactively provide suitable support.
If you don’t help each individual with their personal journey through a change process, people will make up their own stories about the change, usually more negative than the truth.
The CBAM Stages of Concern
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