Appreciative Inquiry In A Nutshell

Appreciate Inquiry (AI) is an organizational change methodology that focuses on strengths and not on weaknesses. Appreciate Inquiry was created by management professors David Cooperrider and Suresh Srivastva in the 1980s. The Appreciate Inquiry is also known as the 5-D Cycle, an iterative cycle describing five distinct phases, made of define, discover, dream, design, and destiny.

Element	Description	Implications	Examples	Applications
Definition	Appreciative Inquiry (AI) is an organizational development and change management approach that focuses on exploring and amplifying an organization’s strengths and positive aspects to foster positive change.	– Emphasizes a positive and strengths-based approach to change.	Initiating conversations with employees to identify their best experiences at work.	Organizational development, change management, team-building, and problem-solving, with the goal of creating a positive and innovative organizational culture.
5D Cycle	AI follows a 5D cycle: Define, Discover, Dream, Design, and Destiny. These stages guide the process of inquiry and transformation.	– Encourages a structured approach to inquiry and change.	Define: Identifying the area or topic for inquiry. Dream: Envisioning a preferred future.	Applying AI in strategic planning, team development, or community-building initiatives by following the 5D cycle.
Positive Focus	AI places a strong emphasis on identifying and building upon an organization’s positive core—its strengths, successes, and what is working well.	– Promotes a culture of positivity and innovation.	Celebrating past achievements and recognizing the strengths of team members.	Shifting organizational culture from problem-focused to solution-focused by highlighting and leveraging positive aspects.
Collaboration	AI encourages collaborative inquiry, involving multiple stakeholders and perspectives in the process of exploring and co-creating the organization’s future.	– Enhances engagement, buy-in, and commitment.	Conducting AI workshops or summits where employees and leaders collectively envision the organization’s future.	Promoting inclusivity, team alignment, and shared ownership of change initiatives through collaborative AI processes.
Generative Images	Generative images are vivid descriptions or stories of a preferred future that inspire and guide the change process.	– Inspires and motivates individuals and teams.	Creating a shared vision board illustrating the ideal future state of a project.	Using generative images to inspire and guide goal-setting, project planning, or strategic initiatives.
AI Principles	AI principles include the constructionist principle (reality is socially created), the simultaneity principle (inquiry influences change), and the poetic principle (language shapes reality).	– Shape the approach to inquiry and change.	Applying the constructionist principle by reframing problems as opportunities for growth and innovation.	Guiding AI initiatives based on these principles to create a positive and transformative organizational culture.

Table of Contents

Understanding Appreciate Inquiry

Appreciate Inquiry was created by management professors David Cooperrider and Suresh Srivastva in the 1980s.

In understanding Appreciate Inquiry, it was David Cooperrider who said it best.

He explains his methodology as “the coevolutionary search for the best in people, their organizations, and the relevant world around them. In its broadest focus, it involves systematic discovery of what gives “life” to a living system when it is most alive, most effective, and most constructively capable in economic, ecological, and human terms. AI involves, in a central way, the art and practice of asking questions that strengthen a system’s capacity to apprehend, anticipate, and heighten positive potential.”

Given its multi-faceted nature, practitioners of Appreciate Inquiry describe it as not simply a way of doing, but a way of being. Indeed, it offers a perspective that helps the individual understand how an appreciation of the world can shape their destiny. In business, this means that organizational change is a mystery that must be embraced – and not a problem to be solved.

Ultimately, Appreciate Inquiry encourages the organization to consider the role of unconditional, positive questioning in shaping perspective.

In turn, these questions strengthen system capacity and enhance positive potential. Some of the core AI principles around questions include:

Questions create the world we live in.
Questions determine the results we achieve.
Positive questions are more effective at creating positive outcomes.
Questions create movement, momentum, and change.

The Appreciate Inquiry process

Stage	Description	Implications	Examples	Applications
Define	In the “Define” stage, the focus is on identifying the area or topic for inquiry. This involves clarifying the scope and context of the inquiry, determining the key stakeholders, and setting the boundaries for the AI process.	– Provides clarity on the scope of the AI process. – Helps in selecting the right participants.	– An organization defines that it wants to explore ways to improve employee engagement in the workplace.	– Initiating AI projects or interventions in organizations. – Defining specific goals or focus areas for AI inquiries.
Discover	The “Discover” stage involves exploring and discovering the positive aspects, strengths, and successful experiences related to the chosen topic. It often includes interviews, surveys, or group discussions to gather stories and insights.	– Uncovers existing strengths and assets. – Generates a sense of positivity and hope.	– Employees share stories of successful teamwork and collaboration. – Customers provide feedback on exceptional service experiences.	– Conducting interviews and surveys to collect positive narratives. – Using focus groups to explore success stories within teams or departments.
Dream	In the “Dream” stage, participants envision a preferred future based on the positive aspects and strengths identified in the Discover stage. They collectively create a vivid and inspiring picture of what the future could be like.	– Encourages creativity and visioning. – Aligns participants toward a shared aspiration.	– Team members imagine a workplace where everyone feels valued and engaged. – Community members envision a more sustainable and inclusive neighborhood.	– Facilitating workshops where stakeholders co-create a shared vision. – Using visual tools to represent the envisioned future.
Design	The “Design” stage focuses on designing strategies, actions, and plans to move towards the envisioned future. It involves setting goals, defining roles and responsibilities, and developing action plans to achieve the desired outcomes.	– Transforms the vision into actionable steps. – Clarifies responsibilities and accountability.	– Teams develop action plans with specific milestones and deadlines. – An organization outlines initiatives to enhance customer satisfaction based on the envisioned future.	– Creating detailed project plans and roadmaps for implementing changes. – Defining key performance indicators (KPIs) to measure progress toward the vision.
Destiny	The “Destiny” stage is about implementing and sustaining the positive changes identified and designed in the previous stages. It involves continuous monitoring, feedback, and adjustments to ensure the organization’s future aligns with the vision.	– Ensures ongoing improvement and adaptation. – Promotes a culture of learning and growth.	– Regular feedback loops are established to assess progress. – Necessary course corrections are made based on evolving needs.	– Implementing and managing projects or initiatives aligned with the AI vision. – Cultivating a culture of continuous improvement and innovation within the organization. – Conducting periodic reviews to ensure alignment with the envisioned destiny.

The Appreciate Inquiry is also known as the 5-D Cycle, an iterative cycle describing five distinct phases. In the middle of the cycle resides the “positive core” of the organization, a combination of each phase representing a way of being and doing.

To better understand this cycle, let’s look at each phase in more detail:

Define – this initial phase requires that stakeholders come together and define the topic that will undergo an Appreciate Inquiry experience. What change to the system is the topic seeking to make?
Discover – stakeholders then identify the strengths and best practices of the organization. How does it excel? What are the sources of high performance, excellence, innovation, or vitality? They may relate to leadership, technology, values, planning methods, and so on.
Dream – with the strength of an organization identified, it must then envision its future. Planning methodologies must be based on examples of where the company has excelled in the past. This motivates both the individual carrying out the plan and by extension, the company itself.
Design – what are the high-impact strategies that move the organization in the right direction? The planning and execution of these strategies should be prioritized.
Destiny – in the final phase, individuals execute on strategy. The movement of a company toward its destiny must be sustained by a collective sense of purpose. This means creating an environment of continuous learning, revision, and in some cases, improvisation.

Case Studies

Case Study 1: Johnson & Johnson – Enhancing Organizational Culture

Discovery: Johnson & Johnson, a global healthcare company, embarked on a journey to enhance its organizational culture and foster greater employee engagement and innovation. The company initiated an Appreciative Inquiry process to identify and leverage its strengths, values, and successful practices.

Dream: Through Appreciative Inquiry interviews, focus groups, and workshops, employees across different levels and departments shared their aspirations and visions for an ideal workplace culture. Themes such as collaboration, diversity, and social responsibility emerged, inspiring a shared vision of a supportive, inclusive, and values-driven organization.

Design: Based on the insights gathered during the Discovery and Dream phases, Johnson & Johnson collaborated with employees to co-create initiatives and interventions aimed at reinforcing positive aspects of the organizational culture. These initiatives included leadership development programs, diversity and inclusion initiatives, employee recognition programs, and community engagement initiatives.

Destiny: As Johnson & Johnson implemented the designed initiatives, employees experienced a positive shift in the organizational culture, characterized by increased collaboration, trust, and alignment with the company’s values. Employee morale and job satisfaction improved, leading to higher levels of engagement, productivity, and innovation across the organization.

Case Study 2: Google – Promoting Innovation and Creativity

Discovery: Google, a technology company known for its innovative culture, utilized Appreciative Inquiry to deepen its understanding of what drives creativity and innovation within the organization. The company sought to uncover and amplify the factors that contribute to successful innovation projects and teams.

Dream: Through Appreciative Inquiry workshops and brainstorming sessions, Google employees reflected on past successes and envisioned possibilities for future innovation. They identified key elements such as a supportive work environment, diverse teams, autonomy, and a culture of experimentation as essential for fostering innovation and creativity.

Design: Armed with insights from the Discovery and Dream phases, Google designed initiatives to cultivate a culture of innovation and empower employees to generate and implement new ideas. These initiatives included hackathons, innovation labs, mentorship programs, and incentives for exploring and experimenting with new technologies and approaches.

Destiny: As Google implemented the designed initiatives, employees felt more empowered and encouraged to innovate. The company saw an increase in the number of innovative projects, products, and solutions developed by teams across the organization. By fostering a culture of creativity, experimentation, and continuous learning, Google maintained its position as a leader in the technology industry.

Case Study 3: Starbucks – Enhancing Customer Experience

Discovery: Starbucks, a global coffeehouse chain, embarked on an Appreciative Inquiry process to enhance its customer experience and strengthen brand loyalty. The company conducted interviews, focus groups, and surveys to understand what customers value most about their Starbucks experience and identify areas for improvement.

Dream: Through Appreciative Inquiry sessions with employees and customers, Starbucks envisioned an ideal customer experience characterized by personalized service, genuine connections, and community engagement. Participants shared stories of memorable interactions, innovative services, and meaningful moments that exemplified the Starbucks brand values.

Design: Based on the insights gathered during the Discovery and Dream phases, Starbucks developed initiatives to elevate the customer experience across its stores. These initiatives included barista training programs focused on customer engagement and product knowledge, technology enhancements to streamline ordering and payment processes, and community-focused events and initiatives to foster a sense of belonging among customers.

Destiny: As Starbucks implemented the designed initiatives, customers reported increased satisfaction, loyalty, and advocacy for the brand. The company saw improvements in key metrics such as customer retention, average transaction value, and store traffic. By leveraging Appreciative Inquiry to co-create solutions with employees and customers, Starbucks strengthened its position as a leader in the coffee industry and a beloved destination for coffee lovers worldwide.

Case Study 4: The Red Cross – Enhancing Disaster Response Efforts

Discovery: The Red Cross, a humanitarian organization, utilized Appreciative Inquiry to enhance its disaster response efforts and better serve communities affected by natural disasters and emergencies. The organization engaged with volunteers, staff members, and community partners to understand what makes effective disaster response and recovery operations.

Dream: Through Appreciative Inquiry workshops and dialogues, participants envisioned a future where disaster-affected communities receive timely, coordinated, and compassionate support from the Red Cross. They identified strengths such as resilience, collaboration, and resourcefulness within communities and explored ways to amplify these strengths in disaster response efforts.

Design: Armed with insights from the Discovery and Dream phases, the Red Cross designed initiatives to improve its disaster response capabilities and enhance community resilience. These initiatives included training programs for volunteers and staff, pre-positioning of supplies and resources in high-risk areas, and partnerships with local organizations and government agencies to strengthen coordination and collaboration during emergencies.

Destiny: As the Red Cross implemented the designed initiatives, communities experienced more effective and efficient disaster response and recovery efforts. The organization saw improvements in its ability to mobilize resources, provide timely assistance, and support community-led recovery efforts. By embracing Appreciative Inquiry as a tool for continuous improvement and collaboration, the Red Cross strengthened its capacity to fulfill its mission of alleviating human suffering and building resilient communities in the face of disasters.

Key takeaways:

Appreciative Inquiry is a change methodology that focuses on the strengths and positive aspects of an organization.
Appreciative Inquiry is a multi-faceted approach that becomes a way of being and a way of doing. Asking the correct questions is essential to driving high performance and maintaining a focus on organizational strengths.
Appreciative Inquiry is also known as the 5-D Cycle. The cycle is an iterative process that helps organizations embody certain traits that help their systems become less resistant to change.

Appreciative Inquiry (AI) Highlights:

Definition and Purpose:
- Appreciative Inquiry is an organizational change methodology developed by David Cooperrider and Suresh Srivastva in the 1980s.
- AI focuses on identifying strengths and positive aspects of organizations rather than weaknesses.
- It’s about embracing a positive perspective to shape organizational destiny.
David Cooperrider’s Perspective:
- David Cooperrider describes AI as a coevolutionary search for the best in people, organizations, and the world around them.
- AI involves asking positive questions to strengthen a system’s capacity to apprehend, anticipate, and enhance positive potential.
AI as a Way of Being:
- Appreciative Inquiry is not just a method but a way of being that shapes individual understanding of the world.
- Encourages embracing organizational change as a mystery to be embraced, not a problem to be solved.
Core AI Principles Around Questions:
- Questions shape our reality.
- Questions influence outcomes.
- Positive questions yield positive results.
- Questions drive movement, momentum, and change.
The 5-D Cycle:
- AI is also known as the 5-D Cycle, consisting of five phases: Define, Discover, Dream, Design, and Destiny.
- The “positive core” of the organization lies in the center, representing a way of being and doing.
Phases of the 5-D Cycle:
- Define: Stakeholders define the topic for AI, specifying the desired change.
- Discover: Identify organizational strengths and best practices.
- Dream: Envision the organization’s future based on identified strengths.
- Design: Develop high-impact strategies for moving the organization forward.
- Destiny: Execute strategies and sustain the movement towards the organization’s purpose.
Key Takeaways:
- Appreciative Inquiry emphasizes strengths and positive aspects in organizational change.
- It becomes a way of being and doing, centered around asking the right questions.
- AI is represented by the 5-D Cycle, fostering traits that make organizations more adaptable to change.

Comparison’s Table	Appreciative Inquiry	SWOT Analysis	Problem-Solving Approach
Type	Positive inquiry approach that focuses on strengths and opportunities.	Analytical tool for identifying strengths, weaknesses, opportunities, and threats.	Systematic approach for identifying and solving problems.
Purpose	To discover and leverage strengths, opportunities, and positive aspects within an organization.	To assess internal strengths and weaknesses and external opportunities and threats.	To diagnose and address problems or challenges within an organization.
Key Components	– Discovery: Exploring strengths, successes, and positive experiences. – Dream: Envisioning an ideal future based on identified strengths. – Design: Co-creating strategies and plans to realize the envisioned future. – Destiny: Implementing and sustaining positive change.	– Strengths: Internal capabilities and resources that provide a competitive advantage. – Weaknesses: Internal limitations or deficiencies that hinder performance. – Opportunities: External factors or trends that could be leveraged for success. – Threats: External challenges or risks that could impede progress.	– Problem Identification: Identifying and defining the problem or challenge. – Analysis: Analyzing the root causes and contributing factors. – Solution Generation: Generating potential solutions or alternatives. – Action Planning: Developing and implementing action plans to address the problem.
Application	Used to facilitate organizational change, innovation, and development by focusing on positive aspects.	Applied to strategic planning, business analysis, and decision-making to assess internal and external factors.	Utilized to address specific issues or challenges within organizations, guiding problem-solving efforts.
Focus	Focuses on strengths, successes, and opportunities to inspire positive change and transformation.	Focuses on internal and external factors affecting performance and competitiveness.	Focuses on identifying and addressing specific problems or challenges to improve organizational effectiveness.
Benefits	– Encourages collaboration, innovation, and positive organizational change. – Strengthens morale, engagement, and resilience within the organization. – Inspires creativity and fosters a solutions-focused mindset.	– Provides a structured approach for assessing organizational performance and strategic positioning. – Helps identify areas for improvement and potential risks or challenges. – Guides decision-making by considering both internal capabilities and external factors.	– Enables systematic problem-solving and decision-making. – Helps prioritize issues and allocate resources effectively. – Facilitates continuous improvement and organizational learning.