What’s the secret to effective learning?
Timing. We learn best when we have to learn. When we’re thrown in at the deep end and forced to navigate life’s critical challenges or demanding situations at work. It’s here, in the heat of the moment, that timely learning interventions make all the difference.
This line of thinking informs the 5 Moments of Need, a popular learning and performance management framework. It’s designed to help you to get the right materials and resources to your learners at the precise moment they’re needed.
As we know, the modern learner is busy. Estimates suggest they can only dedicate 24 minutes a week for formal learning. Sadly, we can’t bend the laws of time. Instead, we will need to rethink our approach and consider learners’ specific needs.
In this article, we examine each of the 5 Moments of Need, explore the underlying research, offer practical application tips, and much more. Ready to learn? Then you need to read on!
What are the 5 Moments of Need?
The 5 Moments of Need is an elegantly simple framework. It identifies the distinct points in time when individuals require support to effectively learn and perform within their roles.
The framework was developed by Dr. Conrad Gottfredson in 1985, while he worked in the training department at Standard Oil. It was later refined in partnership with Bob Mosher. It has since become a linchpin of modern learning and performance support strategies.
Gottfredson’s starting point was a simple yet profound question: “What is the fundamental purpose of organisational learning?”
His answer forged a clear link between learning and performance: “enabling and sustaining effective job performance in evolving work environments.” With this focus in mind, he was able to identify five critical moments when learners need support.
Awareness of these different needs can help you to establish the learning and performance support opportunities that you should have available and remove friction from your current approach. Let’s explore each of these crucial moments of need one by one.
1. Apply
There’s a world of difference between knowledge and application. After all, knowing music theory doesn’t mean you’ll be a virtuoso violin player. True expertise takes practice and dedication.
The ‘Apply’ moment focuses on the crucial step of putting learned knowledge into practice within the workplace. At this stage, the safeguards are removed, and it’s up to the learner to translate theory into meaningful business impact.
Typically, this requires using previously acquired information (from workshops, eLearning modules, etc.) to successfully perform real-world tasks. At this specific moment, the learner may benefit from readily available resources such as summaries, reminders, and quick reference guides.
Examples include:
- An employee navigating a new system after viewing a tutorial.
- A salesperson applying negotiation techniques when closing a deal.
- A project manager using new methodologies after becoming certified.
Did You Know: Only 12% of workers say they successfully apply newly learned skills within their job roles. Providing readily-available refreshers could be a differentiator.
2. Change
The workplace is in a constant state of flux. New technologies (like artificial intelligence), evolving customer demands, financial constraints, and regulatory changes mean there is no time to sit still. These changes all necessitate a degree of adaptation from employees.
The ‘Change’ moment focuses on this need to adapt to new processes, technologies, or shifts in the working environment. To achieve this, each learner will need to adopt new skills while ‘unlearning’ their old habits.
Naturally enough, this requires targeted training, coaching, and mentoring. You’ll also need a clear and consistent communication plan. After all, change is difficult for everyone, so you’ll need to take any questions or concerns seriously.
Examples include:
- An employee transitioning to remote work.
- Customer service representatives switching CRM systems.
- Developers adapting their cybersecurity protocols.
Did You Know: According to a recent study, 60-70% of change initiatives fail. If you don’t provide your learners with the right resources, then the odds are not in your favour.
3. Solve
When did you last actively seek out information? There’s a good chance it was to address a pressing task or solve a challenging problem. Indeed, today’s dynamic workplace is full of roadblocks and troubleshooting is commonplace.
This gives rise to the ‘Solve’ moment, where learners need to seek out innovative solutions to complex issues or answers to specific questions. To achieve this, they must effectively use their critical thinking skills and the resources available to them.
To support your learners in this mission, you should ensure that information is easy to find and that your knowledge bases and online tools are searchable and user-friendly. This will minimise frustration and help learners to seek out the information they need.
Examples include:
- A software engineer troubleshooting a critical bug within an application.
- A support agent resolving a tricky customer complaint.
- A field technician diagnosing and repairing a machinery malfunction.
Did You Know: A World Economic Forum report shows that 36% of jobs across all industries require complex problem-solving skills. We’ll all need to channel our inner Sherlock Holmes at some point.
4. New
Do you remember your first time? Every learning journey has a starting point. For example, you probably already know how to brew the perfect cup of tea. But at one stage, you had no idea whether to add the milk or tea bag first.
Progress often requires a sequential approach, where fundamental concepts develop into a deeper understanding.
The ‘New’ moment focuses on this initial learning phase, where individuals acquire new information or skills for the first time. This requires building a solid framework of knowledge that can then be used for further learning and development.
This type of knowledge acquisition can occur through a variety of channels, including training courses, workshops, online resources, video content, hands-on activities, and more. The most effective approach will depend on the nature of the content.
Examples include:
- A new hire learning about your company culture, policies, and procedures.
- Sales representatives learning about a new product or solution.
- Employees learning about new regulations or compliance requirements.
Did You Know: Research into brain plasticity shows that we have a remarkable ability to learn and adapt throughout our lives. It turns out you can teach an old dog new tricks!
5. More
Once you’ve learned something new, you can then move beyond the basics and explore the subject matter in greater depth. For instance, frying an egg can lead to more advanced skills like cooking omelettes and eventually making sophisticated soufflés.
The ‘More’ moment focuses on this desire to expand upon existing knowledge and skills. As such, the impetus is on deepening understanding, developing expertise, and continuously improving performance.
This moment emphasises the ongoing pursuit of knowledge. After all, there’s always something new to learn. Making progress may require exploring advanced concepts, specialised knowledge, or best practices related to the subject matter at hand.
Examples include:
- A developer advancing from basic coding principles to mastering a programming language.
- A marketeer moving from generic digital marketing knowledge to specific expertise in search engine optimisation.
- An analyst progressing from basic data analysis techniques to exploring advanced concepts like predictive modelling.
Did You Know: The total volume of human knowledge is doubling every 12 hours. So, you can rest assured that there will always be more to learn.
The Implications of the 5 Moments of Need
Now that we’ve identified the 5 Moments of Need, we should talk about the scope of this framework. Remember, this is not a rigid set of rules or guiding principles. Instead, it’s a simple set of ideas that L&D professionals should be aware of.
More than anything, it tells us that performance management isn’t easy. Doing it well requires identifying and addressing a diverse ensemble of learning needs. These requirements extend far beyond the bounds of traditional training programmes.
What’s more, we should also note that the 5 Moments of Need framework has strong connections to two other important learning concepts:
- Learning in the Flow of Work: The 5 Moments of Need are built upon the understanding that ‘individuals acquire job skills most effectively in the context of doing their work’. This aligns perfectly with Josh Bersin’s principle of ‘Learning in the Flow of Work’, where learning is seamlessly integrated into daily workflows.
- Just-In-Time Learning: Both the 5 Moments of Need and Just-In-Time (JIT) learning highlight the importance of timing and relevancy in the learning process. Indeed, JIT learning draws inspiration from the lean manufacturing principles developed by Toyota in the 1970s.
Research into the 5 Moments of Need
While research directly focused on the 5 Moments of Need framework might be limited, the underlying principles are well-supported. For instance, we all understand the value of context-relevant learning, just-in-time support, and effective performance management.
- According to LinkedIn, 68% of employees prefer to train on the job.
- Employees who spend time learning at work are 39% more likely to feel productive.
- 91% of employees desire training that is relevant to their job roles.
The masterminds behind the 5 Moments of Need, Gottfredson and Mosher, have also shared various case studies (via APPLY) that showcase the value of workflow learning.
- By integrating digital coaches and just-in-time guidance into workflows, a consultancy firm saw their time-to-competency drop from 18 months down to just 9 months.
- By implementing a similar just-in-time learning approach, a food service firm cut their training time in half, resulting in over £22 million (roughly $27m) in savings across 300 locations.
- By equipping employees with a digital coach, a leading aerospace manufacturer achieved a 3% increase in overall efficiency and a 12% rise in asset utilisation.
Applying the 5 Moments of Need
While the 5 Moments of Need is a framework, not a rigid set of rules, it does provide valuable insights into employee learning needs. Recognising these different learning requirements has profound implications for how we design and deliver learning solutions.
With this in mind, here are some related best practice tips and suggestions.
- Switch Your Focus: The 5 Moments of Need show us that it’s no longer good enough to simply ‘push’ training content to your audience and hope for the best. To improve performance you need to respond to your learners’ actual needs. This requires embracing a learner-centric approach.
- Offer Ongoing Support: Traditional training approaches often fall short in addressing the totality of learning needs in a modern workplace. Building a successful continuous learning journey requires a cultural shift, alongside performance support tools, job aids, coaching, and other innovative solutions.
- Map Learner Needs: This framework encourages L&D professionals to think about when and how to deliver learning support. Do you effectively address employee learning needs across all five moments? The table below can be used to guide your analysis and identify potential gaps in your current offering.
| Moment of Need | Learning Approaches |
| Apply: Demonstrating learned skills | Job aids, checklists, reference guides, coaching, shadowing, feedback |
| Change: Adapting to new circumstances | Workshops, coaching, mentoring, communication plans |
| Solve: Removing obstacles and challenges | Case studies, simulations, group projects, forums, wikis, help desk |
| New: Acquiring foundational knowledge | eLearning courses, video content, workshops, instructor-led training, manuals, guides |
| More: Building on existing knowledge | Specialised workshops, industry certifications, coaching, mentoring |
- Remove All Friction: Workflow learning hinges on seamless access to information. You should take care to remove any obstacles between learners and what they need to know. For instance, streamline login processes, create easily searchable knowledge bases, and optimise your learning platforms for fast loading times.
- Technology: Meeting all these needs may seem like a daunting task. But fret not. There are a variety of performance support tools and learning management systems that make accessing relevant information easier than ever before. AI tools and coaches can even provide personalised recommendations for your audience.
The Role of Proactive Learning
The 5 Moments of Need is an important and influential framework. However, its primary emphasis lies in reactive learning. It focuses on the knowledge required to complete work tasks and perform better in our job roles.
It’s important to remember that not all learning is triggered by momentary needs. Here’s a distinction to keep in mind:
- Reactive Learning: This type of learning is driven by specific needs, problems, or gaps in knowledge. These are the needs highlighted in Gottfredson’s framework (especially Apply, Change, and Solve).
- Proactive Learning: This type of learning is undertaken without an immediate or pressing need. It’s often driven by curiousity, a desire for growth, or in anticipation of future challenges.
You could argue that the ‘More’ category within the 5 Moments of Need framework encompasses proactive learning. However, given the continuous and ongoing nature of this type of learning, it feels wrong to classify it as a momentary activity.
Learning is a lifelong pursuit. It occurs both in response to immediate needs and independently of them. It happens inside and outside the flow of work. Your learners are autonomous beings, not simply reactive agents driven solely by external forces.
While workflow learning is an innovative (and clearly effective) approach, it’s essential to integrate it within a holistic learning strategy. To do this, you should empower your learners to explore learning content that extends beyond their immediate needs.
This will broaden their horizons and foster a culture of continuous development.
Final Words
The 5 Moments of Need provide a valuable framework for understanding and addressing your employee’s learning requirements. By analysing when and how your audience seeks out knowledge, you can effectively identify gaps in your training approach.
In turn, by aligning training materials with specific roles and real-world scenarios, you’ll start to overcome the disconnect between learning and performance. Ensuring your training is hyper-contextualised, relevant, and timely can’t help but drive tangible business impact.
To achieve this, you’ll need to embrace workflow learning and remove all friction from your knowledge management processes. With seamless access to information, your learners will be ready to satisfy their needs at will. A high-performing workforce awaits!
Thanks for reading. The 5 Moments of Need is just one of many learning theories and models. Explore a comprehensive overview in our guidebook, ‘The Learning Theories & Models You Need to Know’.
