The power of reinforcement can’t be over-stated. No matter how well you communicate a change, if you don’t change the reinforcements, you don’t get the change. Too often organizations spend lots of energy attempting to build beautiful
Communication Plans and gloss over the need to develop a powerful menu of reinforcements. Yet we know that what we reinforce has
three times the impact of what we say. Reinforcement is particularly important as we get people to move through the difficult transition from the Present State to the Desired (Future) State. When we as Change Agents and
Sponsors are able to help managers understand and apply reinforcement options, we can significantly impact the speed of implementation.