By Lesallan
Ohio Christian University
LDR4000 Leading Change (ONL25SP2A)
Dr. David Pennington
March 13, 2025
The Adaptive Momentum Change Model: A Synthesis of Change Theories in Practice
Organizations in today’s volatile business environment must continuously adapt to survive and thrive. Netflix—illustrated in numerous case studies and analyses (Misra, 2020; Abbas, 2022; Kobiruzzaman, 2022)—demonstrates the importance of dynamic change leadership and continuous innovation. This paper develops a change model by integrating traditional change theories and contemporary insights to offer a framework that guides organizations through diagnosis, energizing, strategizing, implementation, and continuous improvement. Drawing upon Burke’s (2023) synthesis of change theory, as well as seminal works by Kotter (2012) and Burnes (2004), the proposed Adaptive Momentum Change Model elucidates why a structured approach is essential and how its steps interconnect to ensure sustained organizational success.
Change theories range from the linear, planned approaches (as in Lewin’s Unfreeze–Change–Refreeze model) to more fluid, emergent paradigms. Burke (2023) synthesizes several traditional change models and modern perspectives emphasizing adaptability and continuous learning. For example, Kotter’s (2012) eight-step process stresses creating a guiding vision and establishing urgency. Burnes (2004) revisits Lewin’s principles, highlighting that change is more effective when iterative and continuously refined. These theories stress that organizational change is not a singular event but a process that involves environmental scanning, stakeholder engagement, strategic action, and ongoing feedback. In developing my change model, I integrated these foundational concepts with practical insights from Netflix’s frequent pivots—where rapid reassessment and agile decision-making are paramount (Misra, 2020).
A change model serves as a roadmap, guiding organizations through the complexities of transformation. It offers clarity by providing actionable steps, minimizes uncertainty by aligning stakeholders around a shared vision, and enhances the likelihood of change sustainability by incorporating feedback loops (Kotter, 2012). Furthermore, a robust model allows organizations to diagnose internal and external triggers, build momentum, and strategically implement change while remaining adaptive. In the case of Netflix, where environmental pressures and market dynamics necessitate constant pivoting, a well-defined change model is a competitive advantage and a survival mechanism (Abbas, 2022).
The Adaptive Momentum Change Model consists of five interrelated stages. Organizations begin by conducting a comprehensive environmental diagnosis, which includes a thorough analysis of their internal capabilities and external pressures. This approach is comparable to Netflix’s method of identifying market shifts, as highlighted by Misra in 2020 (Misra, 2020). The process involves collecting relevant data, analyzing trends, and consulting with stakeholders to identify the triggers for change.
Leaders must communicate a compelling vision once the need for change is identified. This phase is critical as it helps build a sense of urgency and aligns employees’ energy toward the future. As Netflix demonstrated, an unclouded vision can galvanize teams and foster a culture of innovation (Kobiruzzaman, 2022).
The third phase of the process involves Strategic Blueprint Development, where the focus shifts from vision to actionable steps. During this stage, leaders and managers collaborate to create a detailed strategy that clearly outlines specific objectives, assigns responsibilities, and establishes timelines and performance metrics. This strategic blueprint serves as a tangible plan to guide the organization through its change journey, playing a crucial role in minimizing ambiguity and ensuring alignment among all stakeholders.
The formulated strategies are put into practice during the implementation and integration stage. This phase requires effective execution involving training, resource allocation, and risk management. Netflix’s ability to integrate radical changes into its organizational culture is a prime example. This underscores the importance of adopting a disciplined approach that addresses change’s technical and human aspects.
The fifth stage, Adaptive Feedback, and Continuous Improvement highlights the importance of recognizing change as an ongoing process and emphasizes the necessity of continuous monitoring and adjustment within an organization. Organizations can learn from each step by implementing feedback loops and adapting their strategies as conditions evolve. This adaptability is crucial for building resilience (Burnes, 2004; Kotter, 2012).
The Adaptive Momentum Change Model
The design of the Adaptive Momentum Change Model is rooted in the interplay of planned and emergent change processes. The Environmental Diagnosis stage ensures that decision-makers are grounded in internal performance and external market conditions. This diagnostic phase is crucial as it underpins the rationale for any transformation. Moving into Energizing and Vision Casting, the model acknowledges that change is a people-driven process. By communicating a strategic vision, leaders can build momentum—much like Netflix’s culture of transparency and agility, which inspires employees to embrace change rather than resist it.
Developing a Strategic Blueprint transitions the organization from abstract vision to concrete planning. This step benefits from detailed action plans and resource mapping, ensuring every stakeholder understands their role. The rubber meets the road in the Implementation and Integration stage. Here, the model emphasizes structured change execution, which includes training, support systems, and adaptive leadership. Finally, the model institutionalizes learning by embedding Adaptive Feedback and Continuous Improvement. As evidenced by the Netflix case studies, change is not a one-time event but a continuous journey where real-time feedback allows organizations to refine their strategies and maintain relevance in a swiftly shifting environment.
Burke (2023) and additional scholarly perspectives support this model. Kotter’s (2012) framework reinforces the significance of vision and urgency, while Burnes (2004) highlights the iterative nature of change—a duality that is respectfully captured in this model. Together, these theories provide a nuanced understanding of structured and flexible change, ensuring that organizations can navigate transformation effectively.
A robust change model is indispensable in an era marked by rapid technological advances and shifting market demands. The Adaptive Momentum Change Model synthesizes critical elements from established change theories and applied research, exemplified by Netflix’s successful pivots. It offers a structured yet flexible roadmap, starting with environmental diagnosis and moving through energizing vision, strategic planning, implementation, and adaptive learning. By integrating both planned and emergent approaches, this model ensures that organizations implement change effectively and sustain momentum through continuous improvement.
References:
Abbas, T. (2022, December 9). Netflix Change Management Case Study | Important Lessons. Change Management Insight. https://changemanagementinsight.com/netflix-change-management-case-study/
Burke, W. Warner (2023). Organization change: Theory and practice (6th Edition). Thousand Oakes, CA: Sage. ISBN: 9781071869918.
Burnes, B. (2004). Kurt Lewin and the planned approach to change: A re‐appraisal. Journal of Management Studies, 41(6), 977–1002.
Kobiruzzaman, M. M. (2022). Netflix Organizational Change & Structure Case Study 2022 (p. 3). https://wp.kennisbanksocialeinnovatie.nl/wp-content/uploads/2022/09/Netflixorganizationalchange.pdf
Kotter, J. (2012). Leading Change. Boston, MA Harvard Business Review Press. – References – Scientific Research Publishing. Www.scirp.org. https://www.scirp.org/reference/referencespapers?referenceid=2233874
Misra, A. (2020, September 13). Netflix – Constantly Pivoting its Business Model to Success. TheStrategyStory. https://thestrategystory.com/2020/09/13/netflix-pivoting-business-model/
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