Which Kotter step focuses on communicating the vision to a broad audience?

Which Kotter step focuses on communicating the vision to a broad audience?

• A. Anchor new approaches
• B. Communicate the vision
• C. Generate short-term wins
• D. Create urgency

Answer: (B)

In Kotter's eight-step model, spreading the vision to a broad audience is about turning a future state into a shared understanding that guides everyday work. The vision needs to be clear, compelling, and communicated through many channels so people at all levels can see how their roles connect to the change. When the message is consistently reinforced by leaders and socialized across the organization, it builds buy-in, reduces ambiguity, and energizes action, making it possible for people to align their decisions and behaviors with the desired future. This focus is what makes it the best choice: without broad communication, even a great vision stays isolated in a few minds, and momentum stalls. Other steps address different parts of the process—creating urgency starts the push, generating short-term wins sustains momentum, and anchoring new approaches embeds the change in culture—rather than the broad, ongoing communication of the vision itself.

In Kotter's eight-step model, spreading the vision to a broad audience is about turning a future state into a shared understanding that guides everyday work. The vision needs to be clear, compelling, and communicated through many channels so people at all levels can see how their roles connect to the change. When the message is consistently reinforced by leaders and socialized across the organization, it builds buy-in, reduces ambiguity, and energizes action, making it possible for people to align their decisions and behaviors with the desired future.

This focus is what makes it the best choice: without broad communication, even a great vision stays isolated in a few minds, and momentum stalls. Other steps address different parts of the process—creating urgency starts the push, generating short-term wins sustains momentum, and anchoring new approaches embeds the change in culture—rather than the broad, ongoing communication of the vision itself.