The RUNIE Response Model: Why People Resist, Adapt, or Thrive in Change

Kelly McKenzie
Feb 18
3 min read

Change is inevitable, but how people respond to change? That’s the real challenge.

If you’ve ever led a transformation, whether it’s a new system, a process shift, or an entire organisational overhaul, you’ve probably seen the full spectrum of reactions:

Outright resistance (“This will never work.”)
Passive compliance (“I’ll do it, but I won’t like it.”)
Indifference (“Meh, whatever.”)
Full engagement (“This is exactly what we needed!”)

So, what determines how someone reacts to change? Enter the RUNIE Response Model.

This model breaks down how people experience change, why they react the way they do, and how leaders can move them from resistance to engagement. Let’s dive in.

The Four Responses to Change

When faced with change, people generally fall into four categories:

Resistors – The ones actively pushing back.
Survivors – The ones who go along with it but don’t fully buy in.
Explorers – The ones cautiously optimistic but unsure.
Champions – The ones embracing and driving the change.

1. The Resistors (Digging Their Heels In)

These are the people actively fighting the change. They might:

Complain loudly in meetings.
Undermine the process.
Find ways to avoid adopting new ways of working.

Why? Fear of the unknown, loss of control, past experiences with bad change.

How to Lead Them:

Acknowledge their concerns. Ignoring resistance won’t make it go away.
Understand the root cause. Are they scared of job loss? Extra workload? Feeling unheard?
Give them a role in the change. People fight what they feel forced into, get them involved.

Pro Tip: The loudest resistors are often the most invested employees. If you win them over, they can become your biggest advocates.

2. The Survivors (Just Doing the Minimum)

These people aren’t pushing back, but they’re also not engaged. They follow the process but don’t contribute beyond what’s required.

“I’ll do what I have to, but I don’t really care.”
“Just tell me what I need to do.”
“I’ve seen this before, it’ll blow over.”

Why? Change fatigue, lack of motivation, feeling like they don’t have a say.

How to Lead Them:

Make the benefits clear. What’s in it for them? Less admin? Faster workflows?
Recognise small wins. If they see results early, they’ll start caring.
Get them actively involved. Give them ownership over a small part of the change.

3. The Explorers (Curious but Cautious)

These people are open to the change but still skeptical. They’re willing to try but want to see proof it works.

“This could be interesting, but I need to see it in action.”
“I like the idea, but will leadership actually follow through?”
“I’ll give it a shot, but I want to see if others commit first.”

Why? A mix of optimism and uncertainty.

How to Lead Them:

Give them quick wins. Show them something that makes their job easier fast.

Encourage experimentation. Let them test and adjust instead of forcing a rigid process.

Pair them with champions. Their confidence grows when they see others thriving.

Pro Tip: Explorers are your best leverage. When they shift from curious to confident, they pull others with them.

4. The Champions (Leading the Charge)

These are the people who see the vision and are ready to make it happen.

They advocate for the change.
They help others navigate it.
They embrace new ways of working.

Why? They understand the benefits, feel involved, and see the bigger picture.

How to Lead Them:

Empower them. Give them space to lead and influence others.
Celebrate their impact. Show how their leadership is making a difference.
Make them visible. The more people see champions thriving, the more likely others will follow.

How to Shift People Through the Stages

A successful change leader doesn’t just announce the change and hope for the best. They actively move people through the stages.

Stage	What They Need	How to Help
Resistors	Reassurance & Involvement	Listen, address concerns, co-create
Survivors	Clear Benefits & Motivation	Quick wins, recognition, engagement
Explorers	Proof & Support	Small experiments, champions as mentors
Champions	Visibility & Influence	Leadership opportunities, public wins

Final Thoughts: Change Isn’t About the Plan, It’s About the People

Leading change isn’t about forcing compliance, it’s about building commitment. And that means:

Recognising that resistance is normal.
Helping people see themselves in the change.
Focusing on progress over perfection.

Change doesn’t succeed because of processes and PowerPoints, it succeeds because of people.

So if your transformation feels stuck, ask yourself:

Are you leading people through the journey, or just expecting them to follow?

Need help making change stick? RUNIE Consulting specialises in turning resistance into momentum and making transformation work, for real.