Napica's change flow model
A six-step model for planning and leading change that changes behaviour, not just awareness. It's built on research in rhetoric, psychology and behavioural science, and it's the backbone of every Napica program and project.
Why most change falls short
Many change initiatives don't reach their goals, and the reasons are rarely technical. People don't see why the change is needed, they fear what they'll lose, they're overloaded with initiatives, or they simply drift back to old habits. The change flow model tackles each of these in turn.
Six steps from "why" to "the new normal"
1.Unfreeze: communicate the why.
People only move when they see a reason to. We help leaders choose between three ways to create that reason: the burning platform, the vision, or the crossroads. Because people weigh losses more heavily than gains, we also say clearly what won't change. A vision of change works best combined with a vision of continuity.
2.Communicate the change: launch day.
Map what people know, feel, trust and do today, and what they need to know, feel and do tomorrow. Use rich channels such as town halls and one-to-ones for emotion, and lean channels for facts. Trust travels through line managers, so they go first.
3.Simplify and integrate.
Organisations launch dozens of new initiatives every quarter. We cut the change down to one narrative and bite-sized messages that fit into everyday work, so it doesn't drown in decision fatigue.
4.Define micro actions and turn them into habits.
Behaviour changes through small, specific actions repeated until they stick. We design the cue, the routine and the reward, and start with steps small enough that people say yes.
5.Create motivation through success stories.
The energy of a launch fades within a couple of months. Stories of colleagues who've succeeded keep it going, because people trust people like themselves.
6.Celebrate results and refreeze.
Mark the finish line. Celebrating results builds trust, anchors the new way of working and prevents change fatigue before the next change begins.
Built on research, tested in practice
The model draws on Lewin's work on unfreezing and refreezing, Kahneman and Tversky on loss aversion, Venus, Stam and van Knippenberg on visions of change and continuity, Daft and Lengel on channel richness, Duhigg on habit loops, and Cialdini on social proof. It also connects each phase to how the brain responds to change: urgency and hope at the start, reward through success, and trust when results are celebrated.
One model, in training and in projects
In training
Participants apply each step to a change they're leading, and leave with a plan.
See training programs →In projects
We map where your change is today and come in at the steps where you need us most.
See change projects →
“I used to think that to change you had to use your power as a boss to get the change done.”
“But now I know that unfreezing the built in idea among the team is the key to start the change process.”
— Participant, executive leadership program, Saudi Water Authority, with Monash University
Get the model on one page
A two-page PDF with the six steps, the question to ask at each step, and the research behind them. Use it to plan a change or find out where one has stalled.
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Where is your change right now?
In 30 minutes we'll map your change against the six steps and show you where to focus.
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Napica ApS is the parent company of Rhetorica, communication and rhetorical training.