Which is the first step in Kotter's eight-step process?

• A. Build the guiding team
• B. Create urgency
• C. Get the vision right
• D. Communicate for buy-in

Answer: (B)

Creating urgency to drive change is the starting point in Kotter's eight-step process. This first step aims to overcome complacency by clearly showing why the change is necessary and why it needs to happen now. When leaders demonstrate credible gaps between current performance and desired outcomes, people understand the stakes and feel motivated to engage, which builds a base of early momentum. That momentum is essential for all subsequent steps—such as assembling a guiding coalition, shaping a compelling vision, and communicating the plan—because those steps rely on broad support and willingness to act. Without a well-founded sense of urgency, efforts may stall as people question the need for change or resist diverting resources from what they’re already doing.