Motivating people has always been a mystery. In Kotter’s book, Leading Change, 1996, he states that the first step toward implementing change is creating a sense of urgency. Today, almost 20 years later, change is a constant. Using urgency as a motivator may backfire, as relying on it too heavily can lead to burnout and a lack of motivation in the long term. This article looks at sense of urgency vs sense of purpose in change management.
What urgency gets right
Urgency can be effective in the short term, as it creates a sense of crisis and a need for immediate action. This can be useful when there is a tight deadline or a pressing problem that needs attention. Urgency helps people start, it focuses effort and clears noise.
However, relying solely on urgency to motivate people is problematic. It creates stress and pressure, which can quickly lead to burnout. People may feel like they are constantly rushing, with no time to catch their breath. Over time, this leads to decreased motivation and a lack of commitment to the change.
Why a strong sense of purpose sustains change
A strong purpose provides meaning and inspiration that are sustainable in the long term. When people understand why they are doing something, and how their efforts contribute to a bigger goal, they are more likely to stay motivated and committed. A clear purpose gives direction and clarity, which helps people focus their energy. It also provides a sense of fulfillment, which keeps people motivated when they face challenges.
Sense of urgency vs sense of purpose, finding the balance
So, what gets more traction, urgency or purpose? The answer is that both are important, used in combination. Urgency is useful in the short term, it creates a need for immediate action. To maintain motivation in the long term, pair it with a strong purpose. Purpose provides the inspiration and direction people need to stay committed and focused when things get tough.
Example, reducing a company’s carbon footprint
Consider a company that wants to reduce its carbon footprint. To get started, they create urgency by emphasizing the need to act quickly to avoid negative consequences for the environment. To maintain motivation in the long term, they anchor the work in a strong purpose that inspires employees to act. People feel like they are making a difference, and that their work is contributing to a better future for everyone.
Practical cues for leaders and teams
- Link every urgent task to a clear, shared purpose statement.
- Set near-term milestones that show progress toward the larger purpose.
- Watch workload and recovery, prevent urgency from becoming chronic.
- Tell real customer or community impact stories that reinforce purpose.
- Invite teams to shape the purpose, participation builds commitment.
Support for your change leadership
If you want help aligning a sense of urgency with a strong sense of purpose, Sage and Summit offers leadership training, team coaching, and executive coaching. We help leaders build momentum that lasts, without burnout.
