Change Iceberg


Definition: Change Iceberg is a change management model by Krüger that visualizes four categories of resistance to change and ways of dealing with them on two axes: Attitude towards change in general and Behavior towards this particular change:
- Opponents (-, -): need to be controlled by management of perceptions and beliefs to change their minds as far as possible.
- Promoters (+, +): take advantage of the change and will therefore support it.
- Hidden Opponents (-, +): seem to support the change on a superficial level ("Opportunists"). Use management of perceptions and beliefs and issue management.
- Potential Promoters (+, -): not convinced yet. Use power and politics management.



More on change iceberg. More on change management: 8 Accelerators For Strategic Change, Bottom-up Approach, Butterfly Effect, Change Approaches, Change Dimensions, more...


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