Confidence and buy-in
At this stage the organisation will be working concurrently across multiple stages all at different stages of completion. A short-term win gives individuals confidence that their sacrifices and effort on the longer term change vision are paying off. It is also likely to be the time when the guiding coalition's vision is tested against the actual conditions of the organisation and will gain a clearer picture of the barriers and level of buy-in.
Where there is opposition to the changes, short-term wins are particularly important as it provides proof needed to break down this opposition.
Short-term wins need to be planned for, they are not a by-product of the transformation effort and do not automatically result from an overall transformation programme. Short-term wins should not be at the expense of the overall change effort though, but rather as a catalyst that lends credibility and evidence of success.