Phase 2 - Recognition of Need to Respond

In this phase an individual--or group--recognizes the disturbance is indeed relevant. It poses a threat, or an opportunity, that needs to be addressed. The role of Change Advocate begins to surface. 

Advocates see the need for change, but may lack the organizational power to make anything of real substance happen on his/her own. If the Advocate lacks the organizational position to authorize a response, he or she will need to begin the process of seeking sponsorship (finding someone in a position to sanction the resources, and work effort, required to define an appropriate response). This sponsor-seeking step may be concluded quickly.  It may also be long and drawn out, as the advocate spends time educating potential sponsors.

At this point, questions may arise around the principles of empowerment, etc.. Why can't someone who sees a need for change, as Nike commercials say "Just Do It"? As organizations gain in size and complexity, changes that stakeholders do--or will--perceive as major or disruptive, require the concerted efforts of increasing numbers of people to implement and sustain over time. Understanding the role of advocates, and the need for sponsors, is important to success in organizational settings.

 

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