The Five A’s of Change - achieving continuous improvement

April 27, 2021

How can we consciously use the process of change to continuously improve our business?

We've spent more than the past year responding to things outside of our control. Everyone has experienced huge change, a lot of it while in crisis mode. Upon reflection, some of the changes were inevitable. If we think about digital transformation and flexible working conditions, these were simply accelerated by Covid.

Now that the worst has (hopefully) passed, it’s important to pause and reflect on the changes you’ve made to your business. The process of change itself is a powerful tool we can use far beyond the Covid crisis, to improve our planning and resilience. It's likely there are other opportunities (or changes) that exist to help you future proof your business.

Consciously recognising the process required to change can vastly improve your outcomes.

The Five A's of Change breaks it down simply:

1. Awareness.
First, we need awareness of what needs to change. What changes should you prioritise now you have some control back? How can you reflect these in your business plan?

2. Acceptance.
We have to accept that change is a continuous process. It's likely you're craving some stability; however progress requires change. Change is a lot more positive when it’s a result of proactive (not reactive) thinking.

3. Action.
Once we have a plan, we must actually implement it. Now that you're out of crisis mode, you can take it one step at a time; the momentum for change will grow. Without action, planning is pointless.

4. Accountability.
Having someone independent to hold us to account is typically a fool proof way to ensure we act. A bit like going to the gym before work… we’re more likely to show up if we’ve committed to a friend or paid for a personal trainer.

5. Acknowledgement.
Acknowledge the change you've been through and the way you responded to Covid-19 and lockdown. We all did the best we could with the knowledge we had at the time. Celebrate the success of taking action and forcing change; it helps reinforce good behaviour.

This powerful model is simple and effective. Consider the things in your business that you would like to change and what stage in this process you’re at. What is your next step? Whatever your current situation, empower yourself and make a commitment to real change.

"The secret of change is to focus all of your energy not on fighting the old, but on building the new."
- Socrates

Need help making change stick? Contact us to find out how we can help you with planning and accountability.
The basics of strategic advice: why your business needs an evolving strategy
December 5, 2025
When did you last review your business strategy? We share four areas you should revisit and update to create the best possible strategic and growth outcomes.
Promoting your business in the digital age
December 5, 2025
Is your digital marketing strategy still fit for purpose? Here are 4 key elements your business should be using to advertise your brand + engage with new customers.
How an accountant supports your business: 5 key areas of focus
December 5, 2025
A good accountant talks to you regularly throughout the year. Here are five key ways we can support your financial management and the performance of your business.
Key numbers to focus on in your business now | HCA
December 5, 2025
What are the key reports to focus on in your business? We'll show you how to track performance, take action and position your company for growth.
Holiday cash flow for your small business
December 5, 2025
This time of year can be hard on small businesses. With a bit of pre-planning and being proactive, you can set yourself up for a financially stress-free holiday.
Happy Holidays to our valued clients. We are wishing you health, happiness, and new beginnings for y
December 5, 2025
Happy Holidays to our valued clients. We are wishing you health, happiness, and new beginnings for your year ahead, also that 2026 brings you everything you wish.
The benefits of having a diverse workforce
November 11, 2025
We list four of the key benefits of focusing on diversity and inclusion within your company culture - plus how to diversify your workforce.
Measuring the health of your business with ratio measures
November 11, 2025
Taking stock of the health of your business allows for more effective planning, early warning about issues, and a better course for success.
Business confidence is on the up:  overcome the big challenges
October 3, 2025
What can your business do to overcome the cashflow, profitability and compliance worries?
The value of old-fashioned customer service: getting data insights
October 3, 2025
With so many customer interactions taking place online, your online customer service has to be first-rate.