Which of the following is NOT part of Kotter's steps for culture change?

• A. Create urgency
• B. Form a guiding coalition
• C. Measure long-term ROI
• D. Develop and communicate a vision

Answer: (C)

Kotter’s approach to culture change focuses on mobilizing people, creating clear alignment, and embedding new behaviors into daily practice. The first moves are to create a sense of urgency to spark motivation, assemble a guiding coalition to lead the effort, and develop and communicate a compelling vision so everyone understands the direction and why it matters. From there, the emphasis is on enabling action, delivering quick wins, sustaining momentum to drive more change, and finally anchoring these new ways of working into the organizational culture so they endure.

Measuring long-term ROI isn’t part of the listed steps in Kotter’s sequence. While evaluating outcomes is important, the model centers on behavioral and cultural shifts—how people act, adopt, and sustain the change—rather than treating ROI as a formal step in the change process. The other options align directly with Kotter’s steps: urgency, guiding coalition, and a clear, communicated vision.