Let’s face it; real, lasting behaviour change is hard. 

Whether you’re trying to coach a leader to delegate more, help a team communicate better, or guide someone through a transition, change doesn’t happen just because we want it to. Even with the best intentions, people often revert to old habits. Why? Because without structure, support, and science, change simply doesn’t stick. 

At Steople, we believe positive behaviour change is not just possible, it’s essential. It’s the foundation of everything we do. Whether we’re coaching a senior executive, assessing a team, or designing an organisation-wide program, we draw from psychological science to build sustainable, human-centred development strategies. 

The Psychology Behind Why Change Fails 

Many change initiatives overlook one simple truth: humans are not logic machines—we are emotion- and habit-driven beings. According to the Transtheoretical Model of Change, people move through distinct stages: Precontemplation, Contemplation, Preparation, Action, and Maintenance. Without guiding someone through each phase, especially the messy middle between insight and implementation, change stalls. 

Likewise, Self-Determination Theory (Ryan & Deci) tells us that to be intrinsically motivated, people need three things: 

• Autonomy – to feel they are in control of their decisions 

• Competence – to believe they can succeed 

• Relatedness – to feel supported and connected 

Traditional coaching often neglects these core needs—pushing people to “improve” without understanding what matters to them. At Steople, we do things differently. 

The Steople Positive Behaviour Change Model 

Our model is built around six critical stages, rooted in decades of psychological research and practical coaching experience: 

1. Awareness
   We begin by developing deep self-awareness—using data-driven tools such as personality assessments, 360° feedback, and behavioural interviews. Self-awareness activates the contemplation phase of change and creates a readiness to improve. 
2. Desire
   Insight alone doesn’t create action. The individual must develop an internal motivation—a desire—to grow. This aligns with intrinsic motivation theory, which states that change is more likely when driven by personal values and goals, not external pressure. 
3. Skill-Building
   Drawing on Social Learning Theory (Bandura), we know people learn new behaviours by observing, modelling, and practising. At this stage, we work with the individual to develop specific, relevant capabilities aligned to their role and aspirations. 
4. Practice
   New behaviours need repetition to become habits. This is where coaching becomes hands-on—integrating real work challenges and using behavioural rehearsal, feedback loops, and direct observation to embed learning.
5. Feedback
   Feedback reinforces self-efficacy. According to Bandura’s Self-Efficacy Theory, people need to see progress to sustain effort. We help leaders seek timely, constructive feedback so they can adjust and continue growing.
6. Measurement
   Measurement provides accountability and closure. Whether through pulse surveys, behavioural KPIs, or coach reflections, monitoring change over time solidifies progress and helps organisations quantify impact. 

Why Coaching Needs This Model 

Without a structured psychological framework, coaching risks becoming aimless, nice conversations with little follow-through. But when coaching is grounded in science, it becomes transformative. 

Our coaches use this model not as a rigid formula, but as a guide—tailoring the experience to each individual’s readiness, goals, and context. That’s what makes our approach both human and high-impact. 

What’s Next 

In our next article, we’ll explore how we bring this model to life in practice, and how behaviour change coaching can help leaders thrive, teams align, and strategy come to life. 

Because with the right insights, tools, and support, positive behaviour change isn’t just possible. It’s powerful. 

Ready to explore Steople’s coaching approach for your leaders or teams?
Contact us to learn more.