What is a crucial step in consolidating change as per Kotter's strategy?

Continuing the process of improvement is a crucial step in consolidating change according to Kotter's change management strategy. This principle emphasizes the importance of maintaining momentum after initial changes have been implemented. By fostering an ongoing focus on improvement, organizations can ensure that the changes become fully integrated into the culture and operations of the business.

This step involves reinforcing the new behaviors and practices through continuous training, communication, and support, ensuring that the change is sustainable in the long run. By making improvement a constant goal, businesses can adapt to new challenges, maximize the benefits of the changes, and drive further innovation, which ultimately aids in embedding the change within the organization's fabric. This approach contrasts sharply with options that suggest ignoring changes, solely highlighting successes, or reverting to old practices, as these would undermine the stability and growth of the implemented changes.