Kotter’s Steps 1 and 2: Establishing a Sense of Urgency and Creating a Guiding Coalition for Alaska Airlines
In today’s competitive aviation market, Alaska Airlines faces numerous challenges, including rising operational costs, increased competition from low-cost carriers, and shifting customer expectations. To navigate these changes successfully, Alaska Airlines must implement a strategic change initiative that incorporates John Kotter’s eight-step process for leading change. This paper focuses on Kotter’s first two steps: creating a sense of urgency and building a guiding coalition.
A. Create Urgency
Plan to Create Urgency
Creating a sense of urgency is crucial for initiating change within an organization. For Alaska Airlines, it is essential to communicate the pressing need for transformation effectively. The airline's leadership must highlight both external and internal challenges to garner support from stakeholders. A strategic plan to create urgency should include the following components:
Compelling Narrative: Craft a compelling narrative that articulates the vision for change. This narrative should emphasize the potential consequences of failing to act, such as loss of market position, decreased employee morale, and diminishing customer trust. By communicating a clear and relatable story, leadership can
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