CHANGE AGENT'S GUIDE - organizational change management

CHANGE AGENT'S GUIDE - organizational change management

CHANGE AGENT'S GUIDE - organizational change management CHANGE AGENT'S GUIDE - organizational change management

Ronald Havelock and Steve Zlotolow


What is the Change Agents Guide

Take a Good Look at the figure above.

This figure is your key to navigating this site. 

You will see it again and again .

It is your key to understanding how CHANGE process works. 

The Rainbow Logic of Change

The color scheme of the diagram, which will keep reappearing as you navigate your way through this website, is intended to have a certain logic. It starts with red for CARE, think hot, angry, upset but not necessarily thinking too clearly. Then, as various people get involved in constructive ways, it cools down to  orange in RELATE, and then YELLOW, as in “Let’s figure out what the real problem is that we are so upset about.” As we move toward solutions, (ACQUIREand TRY) the world becomes greener, and when the solution spreads (EXTEND), we enter the clear blue sky of solution land.  From the blue, we begin again to be concerned with (a) whether we have really done a good job, and (b) whether we should be thinking again about the whole swath of problems that are out there (RENEW), blue merging to red as in purple or violet). The circle keeps turning, and the rainbow follows. "

Now take a step back and consider the larger context:


• What is natural change in human affairs?

• What is change as a problem-solving process?

• What is change as a planned problem-solving process?


• Your Organization

• Your place

• Your situation


     •  This is the heart of this website. The logic and details of the model are all here.

     •  Each stage has several components and sub-stages. They are discussed in detail.


     •  Each CREATER stage points to an important change agent role. 

     •  Which is yours now? 

     •  What skills do you need to acquire to expand or strengthen your role?

     •  If not you, who do you need to recruit to fill the other roles?



The Change Agent’s Guide is knowledge designed to illustrate the systematic “Process of Change”, and how new ideas and innovations can be implemented and institutionalized in today's  business,  education, government and non-profit organizations.  It provides an understanding of the roles of Change Agents in the processes related to Change. 

Our Goal is to assist you in understanding that “process” whether through the website, email communications, consultations, seminars or workshops.

Feel free to contact us at anytime at:

7 stages of change "C-R-E-A-T-E-R"



Develop some sense of what the concern is, a sense of where the system seems to be hurting, and where the need for change is most pressing. Look around and listen to what is being said by different members of the system before determining what the real concern is.


Build Good Relationships with people you want to help.


DIAGNOSIS: understanding the real problem 


With an adequate definition in hand, the change agent and the system can begin to reach out for resources that might be relevant. "Resources" come in many forms: people, finances, space, time, technology, and knowledge , especially knowledge of other change efforts, successful and otherwise. Just plain ideas can also be useful resources.


With a well-defined problem and an assemblage of relevant resources, the system is in a good position to choose a solution or a set of possible solutions. 


The planned change cycle is inserted in the larger context of an on-going change strategy, both for the change agent and for the client system.