Kübler-Ross Change Cycle

Beside user journey, it is worthwhile to note that life journey through major change takes time to reach acceptance and the speed of acceptance varies from people to people. The behaviour approach can help to manage the change cycle implementing new business, technology or change of work scopes.



The first stage will provoke a sense of disbelief, fight or flight and result in refusal to accept what is happening.


Majority of the people dislike change and it is highly probable that denial can turn to anger. It can be angry with oneself or angry with other such as doing things differently or changing the way that deals with external parties.


The key focus at this stage is to engage stakeholders to resolve the challenges in the organization.


If bargaining failed, the reality set in emotions such as regret and loss is felt.


Dealing with sadness and regret is necessary for acceptance for the individual to realise the change is permanent.

Note – people do not move through the stage in a sequential manner. The change may stall at a particular stage or regress to a previous stage. The regression may be an essential process before the state of acceptance is achieved.