What is the primary goal of the 'Build on the change' phase in Kotter's model?

The 'Build on the change' phase in Kotter's model aims to anchor the changes in the organization's culture because it focuses on reinforcing the change initiatives and ensuring they become a permanent part of the organization. This involves embedding the changes into the everyday practices, values, and norms of the organization so that they are sustained over the long term.

During this phase, it is crucial to celebrate short-term wins and maintain the momentum of change. By integrating the changes into the corporate culture, organizations can prevent backsliding into old habits and ensure that the change is not just a temporary effort but a lasting transformation. This process often includes revisiting and revising policies, procedures, and training to align with the new changes, solidifying their role in the ongoing culture of the organization.

In contrast, while establishing a vision is important in the earlier phases of Kotter's model, and ensuring longevity is a part of sustaining change, it's the anchoring of these changes within the culture that truly sets the foundation for long-term success. Evaluating overall performance is also essential, but it serves more as a tool for assessment rather than the primary goal of this particular phase.