Change Management

Prosci® defines change management as follows: “Change management is the process, tools and techniques to manage the people-side of change to achieve the required business outcome.Change management incorporates the organizational tools that can be utilized to help individuals make successful personal transitions resulting in the adoption and realization of change.”

Most companies think they do change management when in fact they do project management. There are critical differences between the two concepts. The confusion probably helps explain why 70% of change projects fail. Managing change in organizations cannot be improvised. Change management is an emerging science that can significantly contribute to organizational success. Change is a matter of survival.


There are also big differences between change management and change leadership as described in this YouTube video. Both are needed to succeed in value and pricing management programs.

The CAP® certification combines the theories and science from six change management methodologies which are then applied to value and pricing management:

    1. Prosci® Change Management and the ADKAR® model.
    2. LaMarsh Managed Change®
    3. Kotter Change Model
    4. Intentional Change Theory from Dr. Richard Boyatzis
    5. ProAxios Organizational Insights
    6. McKinsey 7 S Change Framework

From all that change science, from practical experience in pricing, and from dedicated academic research in pricing and change, a change model for pricing is proposed as part of the CAP® certification.