In Kotter's eight-stage process, which stage focuses on communicating the vision to the organization?

• A. Establishing a Sense of Urgency
• B. Creating a Guiding Coalition
• C. Developing a Vision and Strategy
• D. Communicating the Vision

Answer: (D)

The idea being tested is how a change effort spreads the new direction throughout the organization. After a vision and strategy are created, the crucial next step is to actively share that vision with everyone so employees understand the direction, how their work fits, and what changes they should expect. This stage, Communicating the Vision, is about making the vision known across all levels and channels—leadership talking about it, stories that illustrate it, and consistent messaging through meetings, intranets, and training—so the change is understood, embraced, and enacted in daily work. Other steps set up the foundation (creating urgency, forming a guiding coalition) or develop the content (the vision and strategy) but do not focus on the broad, ongoing communication that enables alignment and buy-in.