The journey from announcing a new initiative to achieving genuine adoption is a pivotal one for any business or organisation. Whether it’s a new piece of software, a company-wide process change, or a shift in strategic direction, the first 90 days can often determine whether your efforts will take root or wither away. Understanding how to navigate this crucial window is essential for leaders and change agents who hope to make their transformations stick and deliver real value.
The Importance of the First Impression
When a new project or policy is announced, the initial reaction among employees sets the tone for everything that follows. People are naturally wary of change and, without clear communication, rumours and resistance can spread like wildfire. Establishing trust and building excitement from the outset is paramount. Senior leaders must communicate not just the what, but the why: why this change is happening, what benefits it will bring, and how it aligns with the organisation’s broader goals.
Clear, transparent messaging can help to quell anxiety and foster a sense of shared purpose. It also encourages early adopters to step forward, which can be invaluable in building momentum. A well-crafted announcement should be more than a simple memo; it should be the start of an ongoing dialogue, inviting questions, feedback and engagement from all corners of the business.
Building a Roadmap for Success
A successful adoption doesn’t happen by accident. After the initial announcement, it’s critical to establish a structured plan for the first 90 days. This roadmap should outline key milestones, responsibilities, and support mechanisms. Who will be accountable for what? What does success look like, both at the team and individual level? Setting these expectations early helps everyone to pull in the same direction.
It’s also essential to identify and empower change champions within the organisation. These individuals can serve as role models and advocates, helping to bridge the gap between leadership and the wider workforce. Their enthusiasm and credibility can help to sway sceptics and encourage broader participation.
Communication: Frequency and Clarity Matter
Frequent, consistent communication is the lifeblood of any change initiative. During the first 90 days, it’s important to provide regular updates on progress, celebrate early wins, and acknowledge challenges as they arise. This not only keeps everyone informed but also reinforces the message that the change is here to stay.
Utilising a mix of communication channels—such as email updates, team meetings, intranet posts, and informal check-ins—can help to reach people in different ways. Remember, not everyone processes information in the same manner, so variety is key. It’s equally important to listen as well as talk; feedback loops allow employees to voice concerns, share ideas, and feel invested in the outcome.
Training and Support: Laying the Foundations
No matter how well a new initiative is explained, people will need time and support to adapt. Comprehensive training programmes should be rolled out as soon as possible after the announcement. These might include hands-on workshops, e-learning modules, or one-to-one coaching sessions, tailored to different roles and learning styles.
Providing accessible resources, such as FAQs, how-to guides and support desks, can reduce frustration and speed up the transition. The goal is to equip everyone with not just the knowledge, but the confidence to embrace new ways of working.
Measuring Progress and Adjusting Course
Monitoring adoption is essential to ensure your initiative is gaining traction. During the critical 90-day period, leaders should keep a close eye on both quantitative and qualitative indicators. These might include usage statistics, completion rates for training, and feedback from employee surveys.
If progress stalls, don’t be afraid to adjust your approach. Perhaps a particular team needs additional support, or there’s confusion around certain aspects of the change. Being responsive and open to iteration demonstrates commitment and can help to address issues before they become entrenched.
Celebrating Success and Sustaining Momentum
Recognising and rewarding early adopters is a powerful way to reinforce positive behaviour and encourage others to get on board. Shout-outs in team meetings, small tokens of appreciation, or even a simple thank you can go a long way. Sharing stories of success—how the change is making a difference—helps to build a sense of pride and shared achievement.
However, sustaining momentum beyond the initial 90 days requires ongoing effort. Don’t let the energy fizzle out once the first phase is complete; continue to communicate, support, and celebrate progress over the longer term. Adoption isn’t a one-off event, but a process of continuous improvement.
Common Pitfalls and How to Avoid Them
Even the best-planned initiatives can falter if key pitfalls are overlooked. One common mistake is underestimating the amount of time and resources needed for effective change management. Rushing through the first 90 days, or assuming that a single announcement will suffice, is a recipe for disappointment.
Another risk is failing to address the emotional impact of change. Employees may feel overwhelmed, disengaged, or even threatened by new ways of working. Providing space for honest conversations and acknowledging these feelings is an important part of the process.
Finally, it’s important to recognise that not all resistance is negative. Sometimes, pushback can highlight genuine issues that need to be addressed. Listening and responding constructively can turn critics into advocates and help to strengthen your initiative.
The Role of Leadership
Leaders play a critical role in setting the tone and guiding the organisation through the transition. Visible, engaged leadership sends a powerful message about the importance of the change. When leaders are seen to be embracing new processes themselves, it encourages others to follow suit.
Authenticity is key. Employees can spot lip service a mile away, so it’s vital that leaders demonstrate genuine commitment through their actions as well as their words. This might involve attending training sessions alongside their teams, participating in feedback forums, or sharing their own experiences of adapting to the change.
Tailoring Your Approach
No two organisations are the same, and what works in one context may not translate directly to another. It’s important to consider the unique culture, structure and history of your business when designing your adoption strategy. Engaging with employees early and often can help to surface potential challenges and identify champions who can help drive change from within.
Flexibility is also essential. Be prepared to experiment with different tactics and adjust your approach based on what you learn. The first 90 days are as much about listening and adapting as they are about executing a predefined plan.
Leveraging Technology for Adoption
Digital tools can play a significant role in supporting adoption efforts. Platforms for collaboration, project management, and communication can help to keep everyone aligned and informed. Analytics dashboards can provide real-time insights into progress, allowing you to spot trends and address issues promptly.
However, technology is only as effective as the people using it. Make sure that any new tools are user-friendly and supported by adequate training and resources. Avoid overwhelming employees with too many systems at once; focus on those that will deliver the most value and integrate seamlessly with existing workflows.
Case Study: A Real-World Example
Consider the experience of a mid-sized UK retail chain implementing a new customer service platform. The leadership team began by sharing a compelling vision for the change and outlining the benefits for both staff and customers. They identified key champions in each store, who received additional training and acted as local points of contact.
Regular updates were provided via email, staff meetings and a dedicated intranet page, while an anonymous feedback channel allowed employees to raise concerns. Training sessions were staggered to accommodate different shift patterns, and a support hotline was established for troubleshooting.
By the end of the first 90 days, the majority of staff were comfortable using the new platform, and customer satisfaction scores had begun to improve. The company continued to monitor progress and adjust its approach based on feedback, ensuring that the change became part of the organisational culture.
Conclusion: Turning Announcement into Lasting Change
The transition from announcement to adoption is a defining moment in any change journey. By focusing on clear communication, structured planning, robust support and active listening, organisations can dramatically improve their chances of success. The first 90 days offer a unique opportunity to build momentum, address challenges, and lay the foundations for lasting transformation.
Ultimately, the key to successful adoption lies in recognising that people are at the heart of every change. Engage them early, support them along the way, and celebrate their achievements. With the right approach, the critical 90 days can mark not just the start of a new initiative, but the beginning of a stronger, more agile organisation.
