In Kotter's model, what is the role of generating short-term wins?

• A. Build momentum and demonstrate feasibility
• B. Create long-term secrecy
• C. Delay action
• D. Replace vision

Answer: (A)

Generating short-term wins is about creating visible, tangible improvements early in the change effort to build momentum. These wins demonstrate that the change is feasible and delivering real benefits, which boosts belief in the plan, reduces resistance, and keeps people engaged and motivated for the next steps. They also provide concrete proof to secure continued support and resources, and they offer opportunities to celebrate progress and communicate success. Secrecy, delaying action, or replacing the vision would undermine this momentum and the ongoing credibility of the change effort.