1. Establish a Sense of Urgency

• Identify and discuss crises, potential crises or major opportunities

Not establishing a great enough sense of urgency.

 2. Form a Powerful Guiding Coalition

• Assemble a group with enough power to lead the change effort
• Encourage the group to work together as a team

Not creating a powerful enough guiding coalition.

 3. Create a Vision

• Creating a vision helps direct the change effort
• Develop strategies to achieve the vision

A lack of vision and a lack of planning.

 4. Communicate the Vision

• Use every vehicle possible to communicate the vision and strategies
• Teach new behaviors by the example of the guiding coalition

Failing to communicate the vision to enough people.

 5. Empower Others to Act on the Vision

• Work through any obstacles to change
• Address systems/structures that seriously undermine the vision
• Encourage risk taking and nontraditional ideas, activities and actions

Failing to adequately address the obstacles in way of the vision.

 6. Plan for and Create Short-Term Wins

• Set clear and measurable goals
• Identify your celebrations and success markers
• Recognize and reward those supporting/actualizing the guiding vision

Not celebrating and highlighting the incremental "wins".

 7. Consolidate Improvements and Produce More Change

• Using your increased credibility to market your guiding vision
• Support those who support the vision
• Reinvigorate the process with new projects, themes and change agents

Declaring victory too soon.

 8. Institutionalize New Approaches

• Articulate the connections between new behaviors and social change
• Develop the means to ensure leadership development and sustainability

Not anchoring change in history and ensuring sustainability.