Ingredient 2 - Establishing a Sense of Urgency (introduction)

Includes

. A reality check by looking at competitive situation, market position, technological trends, financial performance, etc

. Making the case for change that is visible

. Ideally based more on dissatisfaction rather than fear

. Can be "push", ie burning platform or stick, and/or "pull", ie stretch goals or carrot

NB Some times the sense of urgency is so great that the importance of Ingredient 1 (laying the foundation) is less pivotal

(sources: John Kotter, 1995, 1996a & 1996 b)