Kirralea Walkerden
Leadership Coach, Culture Consultant, Facilitator
Why Most Change Fails (and what great leaders do differently)
It’s one of the most common leadership frustrations: “Why aren’t people getting on board?”
We’ve all seen it — the big change initiative that launches with energy and promise, only to fizzle out into business-as-usual. Plans were laid out, goals were communicated, and maybe even a few inspirational quotes were shared.
Change is a constant — yet it continues to challenge even the most experienced leaders. Research consistently shows that up to 70% of change efforts fail. And it’s rarely because of a flawed strategy or a lack of good intentions.
The truth is, most change doesn’t fail because people resist it.
It fails because leaders repeat the same avoidable mistakes.
The Real Reason Change Stalls
When change is announced, many leaders assume it’s the starting gun — but for your team, it’s more like an emotional curveball.
People aren’t just responding to new policies or procedures.
They’re responding to what the change means for them — their identity, role, relationships, stability, and sense of control.
That emotional response is where most change efforts go wrong.
Leaders underestimate it, skip past it, or try to logic their way through it.
But great leaders do it differently.
What Great Leaders Do Differently During Change
1. They Start with Themselves
Before leading anyone else through change, great leaders check in with their own mindset. If you’re unsettled or unclear, your team will sense it.
“If you don’t have your stuff together, you can’t help your people get theirs together.”
Take the time to process your own emotions and clarify your direction. You can’t lead others through uncertainty unless you’re steady yourself.
2. They Lead the People, Not Just the Process
Change is emotional. Great leaders acknowledge that – and lead people through the discomfort with empathy, consistency, and calm confidence.
They don’t promise pain-free change.
They prepare people for what’s coming, support them through the curve, and help them see what’s possible on the other side.
3. They Don’t Just Communicate — They Overcommunicate
During change, people are hungry for communication. They need clarity, consistency, and reassurance.
According to change expert John Kotter, leaders should communicate about 10x more than they think they need to during change.
The message might feel repetitive to you — but it’s rarely clear the first time for your team.
4. They Create Ownership, Not Just Buy-In
Even when the “what” of change is decided, great leaders involve their teams in the “how.”
Why? Because control reduces resistance.
When people feel like change is being done to them, they dig their heels in. When they feel a sense of control and contribution, they step up.
5. They Build Readiness, Not Just Urgency
You can’t lead people to a new destination if they’re still clinging to the old one.
Great leaders build readiness by acknowledging loss, painting a clear picture of the future, and creating a shared sense of purpose.
They don’t just create pressure — they create possibility.
6. They Stay Focused When Resistance Rises
Not everyone will jump on board right away — and that’s okay.
Great leaders know resistance is a normal part of the curve. They stay calm, stay consistent, and guide people forward without backing down or getting stuck in emotional tug-of-wars.
Common Mistakes Leaders Make During Change
Even the most well-meaning leaders fall into these traps:
Announcing change without preparing the ground
Overloading people with too much, too fast
Talking strategy but ignoring emotion
Failing to create space for feedback and adjustment
Hoping change will “bed in” without leadership support
These are not flaws in leadership — they’re blind spots.
And they’re fixable with the right tools, mindset, and approach.
Great Leaders Make Change Stick
If you want to lead change that actually works — it starts by supporting people through the emotional side of change, not just managing the technical side.
It’s not always comfortable. But it is always worth it.
Ready to Lead Change Differently?
We’ve created three free tools to help:
Leading Change (eBook)
Learn the 4 emotional stages of change and how to lead your team through each one with confidence.
10 Mistakes Leaders Make During Change (infographic)
Avoid the most common traps that stall momentum and fuel resistance.
Lead Through Change with Confidence (free guide for leaders)
Fast, actionable strategies for managing resistance, communicating change, and creating buy-in across your team.
