In which stage of Lewin's change management model should urgency for change be communicated?

The unfreezing stage of Lewin's change management model is crucial for preparing an organization for change. During this phase, it is essential to communicate the urgency for change to gain buy-in from all stakeholders involved. This communication creates awareness of the reasons for the change and the need to move away from the current state. It helps reduce resistance by addressing concerns and illustrating the risks of not changing.

By effectively communicating the urgency at this stage, leaders can mobilize people, foster a sense of necessity, and motivate them to embrace the upcoming changes. This lays a solid foundation for the transition stage, where the actual change occurs. In contrast, the planning stage refers to the preparation before the change is initiated, while the transition stage represents the process of implementing the change, and the refreezing stage focuses on solidifying new behaviors and ways of operating. Thus, communicating urgency specifically aligns with the goals of the unfreezing stage.