{"id":957,"date":"2025-10-18T16:42:09","date_gmt":"2025-10-18T14:42:09","guid":{"rendered":"https:\/\/huibkoeleman.nl\/kennisbank\/veranderen-vraagt-meer-dan-een-goed-verhaal-vier-sleutels-uit-mckinseys-influencemodel\/"},"modified":"2025-10-18T17:08:12","modified_gmt":"2025-10-18T15:08:12","slug":"change-takes-more-than-a-good-story-four-keys-from-mckinseys-influence-model","status":"publish","type":"resource","link":"https:\/\/huibkoeleman.nl\/en\/knowledge\/change-takes-more-than-a-good-story-four-keys-from-mckinseys-influence-model\/","title":{"rendered":"Change takes more than a good story \u2013 four keys from McKinsey\u2019s influence model"},"content":{"rendered":"<div class=\"bg-purple-90 pb-16 lg:pb-28 pt-[calc(var(--header-height)+var(--spacing)*16)] lg:pt-[calc(var(--header-height)+var(--spacing)*28)] not-prose\">\n\n  <div class=\"container grid-container\">\n\n    <div class=\"col-span-full lg:col-span-8 lg:col-start-3 flex flex-col gap-y-6 items-center lg:gap-y-8\">\n\n      <nav aria-label=\"Breadcrumb\">\n        <ol class=\"flex flex-wrap items-center gap-x-2 list-none p-0\">\n          <li class=\"list-none\"><a class=\"group\/link btn-text btn-secondary\" href=\"https:\/\/huibkoeleman.nl\/en\/knowledge-hub\/\">\n\n  Knowledge Hub\n\n<\/a>\n<\/li>\n                      <li class=\"list-none flex items-center gap-x-2\"><svg class=\"size-4\" width=\"16\" height=\"16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M5.293 3.293a1 1 0 0 0 0 1.414L8.586 8l-3.293 3.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4a1 1 0 0 0-1.414 0z\" fill=\"#0c0b0e\"\/>\n<\/svg>\n\n<a class=\"group\/link btn-text btn-secondary\" href=\"https:\/\/huibkoeleman.nl\/en\/knowledge-hub\/?type=blogs\">\n\n  Blogs\n\n<\/a>\n<\/li>\n                                <li class=\"list-none flex items-center gap-x-2\"><svg class=\"size-4\" width=\"16\" height=\"16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M5.293 3.293a1 1 0 0 0 0 1.414L8.586 8l-3.293 3.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4a1 1 0 0 0-1.414 0z\" fill=\"#0c0b0e\"\/>\n<\/svg>\n\n<a class=\"group\/link btn-text btn-secondary\" href=\"https:\/\/huibkoeleman.nl\/en\/knowledge-hub\/?onderwerp=culture-behaviour\">\n\n  Culture &amp; behaviour\n\n<\/a>\n<\/li>\n                  <\/ol>\n      <\/nav>\n\n      <h1 class=\"text-primary-dark text-h2-sm lg:text-h2-lg font-sans text-center hyphens-auto xs:hyphens-none\">\n\n                  Change takes more than a good story \u2013 four keys from McKinsey\u2019s influence model\n        \n      <\/h1>\n\n      \n      <div class=\"flex items-center gap-x-4 mt-2 lg:mt-8\">\n\n                <div class=\"flex flex-col\">\n          <span class=\"text-secondary font-bold\">Auteur<\/span>\n          <span class=\"\">Huib Koeleman<\/span>\n        <\/div>\n      <\/div>\n\n    <\/div>\n\n    <div class=\"col-span-full mt-12 lg:mt-20\">\n\n      \n        <img\n    data-sizes=\"auto\"\n    data-src=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-mckinsey-1440x810.jpg\"\n    data-srcset=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-mckinsey-1440x810.jpg 1440w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-mckinsey.jpg 1920w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-mckinsey-1280x720.jpg 1280w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-mckinsey.jpg 1920w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-mckinsey-1024x576.jpg 1024w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-mckinsey.jpg 1920w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-mckinsey-640x360.jpg 640w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-mckinsey-1280x720.jpg 1280w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-mckinsey-390x219.jpg 390w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-mckinsey-780x439.jpg 780w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-mckinsey-272x153.jpg 272w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-mckinsey-544x306.jpg 544w\"\n    src=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-mckinsey-1440x810.jpg\"\n    alt=\"foto van een lamp\"\n    class=\"lazyload w-full\"\n    decoding=\"async\" loading=\"lazy\">\n          <\/div>\n\n  <\/div>\n\n<\/div>\n\n\n\n<p>When I talk with executive teams about change, the conversation usually drifts toward structures, processes, and KPIs. Understandably so \u2014 those are the visible levers leaders can pull. But real change doesn\u2019t start there. It happens when people shift their behavior, beliefs, and routines. That\u2019s where communication makes the difference. Not as an afterthought, but as a strategic tool to create direction, meaning, dialogue, and movement.<\/p>\n\n\n\n<p>One model that helps spark this conversation with managers is McKinsey\u2019s Influence Model. It shows that change only sticks when four building blocks come together: conviction, reinforcing systems, skill development, and role modeling. It\u2019s both practical and thought-provoking \u2014 a great way to explore with leaders where communication can and cannot make an impact.<\/p>\n\n\n\n<p>In this blog, I\u2019ll walk you through these four keys to change and show how communication strategy and leadership strengthen each other in the process.<\/p>\n\n\n\n<p>Whether it\u2019s implementing new processes, reshaping a company culture, or adopting innovations, change is a constant in organizations. Yet success rarely depends on plans or technology alone \u2014 it depends on the mindset and behavior of the people who make up the organization. In earlier blogs, I\u2019ve explored De Caluw\u00e9 and Vermaak\u2019s change colors, Hilary Scarlett\u2019s Building on Trust, and Kotter\u2019s change approach. In this one, I\u2019ll focus on McKinsey\u2019s Influence Model \u2014 a framework where the change story plays a central role.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong><em>TL:DR in short<\/em><\/strong><\/p>\n\n\n\n<p><em>A strong change story is vital \u2014 but it\u2019s not enough to truly change behavior. McKinsey\u2019s Influence Model shows that lasting change depends on four keys: understanding and conviction, reinforcement through systems, skill development, and role modeling by leaders. Communication plays a strategic role in connecting these four: creating meaning, making behavior visible, and helping leaders turn words into action.<\/em><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">The Four Keys to Change<\/h2>\n\n\n\n<p>McKinsey\u2019s model offers a clear, hands-on view of what drives behavioral change, centered around the question:<\/p>\n\n\n\n<p>\u201cI will change my behavior if\u2026\u201d<\/p>\n\n\n\n<p>Let\u2019s dive into the four building blocks.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"503\" src=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-McKinsey-en-1024x503.jpg\" alt=\"schedule influence model mckinsey\" class=\"wp-image-959\" srcset=\"https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-McKinsey-en-1024x503.jpg 1024w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-McKinsey-en-300x148.jpg 300w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-McKinsey-en-768x378.jpg 768w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-McKinsey-en-1536x755.jpg 1536w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-McKinsey-en-2048x1007.jpg 2048w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-McKinsey-en-1440x708.jpg 1440w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-McKinsey-en-1280x629.jpg 1280w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-McKinsey-en-640x315.jpg 640w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-McKinsey-en-390x192.jpg 390w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-McKinsey-en-780x384.jpg 780w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-McKinsey-en-272x134.jpg 272w, https:\/\/huibkoeleman.nl\/wp-content\/uploads\/2025\/10\/influence-model-McKinsey-en-544x267.jpg 544w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><em>Figuur 1: McKinsey\u2019s influencemodel<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Understanding and Conviction \u2013 The Power of a Change Storyhaal<\/h3>\n\n\n\n<p>When people truly understand why a change is happening, they are far more motivated to adjust their thinking and actions. Yet many change programs skip this step, assuming everyone already knows why things must change. The first key to effective transformation is therefore creating understanding and conviction. People need to grasp not only what is changing, but why. McKinsey highlights the power of a compelling change story \u2014 one that helps everyone see where the organization is headed, why the shift is needed, and how it benefits them. Such a story acts as a compass: it gives direction, builds connection, and increases motivation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Reinforcing Change with Systems \u2013 Beyond Rewards<\/h3>\n\n\n\n<p>The second building block focuses on strengthening change through formal mechanisms. Traditional rewards and penalties are well-known tools, but McKinsey stresses there\u2019s more to it than financial incentives. Yes, rewarding desired behavior helps \u2014 but it must go hand in hand with creating an environment that encourages collaboration, shared purpose, and intrinsic motivation. Financial rewards have their limits. Culture, purpose, and meaning often matter more. Organizations that align systems and culture with the new behavior are far more likely to make change stick.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Developing Skills and Awareness \u2013 Building Capability for Change<\/h3>\n\n\n\n<p>The third key centers on enabling people to change. Motivation alone isn\u2019t enough \u2014 employees must have the right skills and awareness. McKinsey points out the importance of realistic self-assessment and external feedback to identify where development is needed. Training, coaching, and reflection programs give employees the tools and confidence to adopt new ways of thinking and acting. In other words: people can\u2019t be the change if they aren\u2019t equipped to live the change.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Role Modeling \u2013 Leadership that Sets the Tone<\/h3>\n\n\n\n<p>Finally, McKinsey underlines the power of example behavior. People are influenced more by what they see than by what they hear. Leaders and informal influencers shape norms through their actions every day.<\/p>\n\n\n\n<p>For change to take hold, leaders must embody the behavior they expect from others. Culture isn\u2019t written in slide decks \u2014 it\u2019s demonstrated in everyday choices, tone, and attitude. Organizations should also recognize the importance of informal networks and culture bearers who often set the tone as much as executives do.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Making Change Work: Practical Insights from McKinsey<\/h2>\n\n\n\n<p>While the four keys provide a clear framework, implementation is often the hardest part. McKinsey offers several practical insights that make change efforts more successful:<\/p>\n\n\n\n<p>Shared priorities: Create a collective understanding of what really matters and translate it into clear action plans. This is where internal communication plays a crucial role.<\/p>\n\n\n\n<p>Active leadership involvement: Leaders must help design and champion the change, not just endorse it from the sidelines.<\/p>\n\n\n\n<p>Storytelling as a connector: Using authentic stories builds understanding, emotion, and shared purpose. Storytelling workshops can help leaders make the change story everyone\u2019s story.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p>McKinsey\u2019s four keys to change highlight what truly drives transformation inside organizations. By fostering understanding and conviction, reinforcing the right systems, building skills, and setting the example, organizations dramatically increase their odds of success.<\/p>\n\n\n\n<p>Communication ties these elements together \u2014 turning plans into meaning, behavior into culture, and leadership into lived example. That\u2019s how change becomes not just a message, but a movement.<\/p>\n\n\n\n<p>Huib Koeleman<\/p>\n\n\n\n<p>Sources:<\/p>\n\n\n\n<p>Jeff Boudens, Rodgers Palmer &amp; Brooke Weddle: Mobilize Your Organization with a Powerful Change Story, 2019<\/p>\n\n\n\n<p>The Four Building Blocks of Change, McKinsey Quarterly, 2016<\/p>\n\n\n\n<p>De vier bouwstenen van verandering, Boom Management<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A strong change story is vital \u2014 but it\u2019s not enough to truly change behavior. McKinsey\u2019s Influence Model shows that lasting change depends on four keys: understanding and conviction, reinforcement through systems, skill development, and role modeling by leaders. Communication plays a strategic role in connecting these four: creating meaning, making behavior visible, and helping leaders turn words into action.<\/p>\n","protected":false},"author":2,"featured_media":955,"menu_order":0,"template":"","resource_subject":[36,41],"class_list":["post-957","resource","type-resource","status-publish","has-post-thumbnail","hentry","resource_type-blogs","resource_subject-change-communication","resource_subject-culture-behaviour"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Change takes more than a good story \u2013 four keys from McKinsey\u2019s influence model - Huib Koeleman<\/title>\n<meta name=\"description\" content=\"Why a Change Story Isn\u2019t Enough: How McKinsey\u2019s Influence Model Drives Real Behavior Change\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/huibkoeleman.nl\/en\/knowledge\/change-takes-more-than-a-good-story-four-keys-from-mckinseys-influence-model\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Change takes more than a good story \u2013 four keys from McKinsey\u2019s influence model - 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