Change-Readiness Assessment Circle the number beside each statement that reflects how accurately the statement describes you. Change-Readiness Scale: 1 = Not Like Me 6 = Exactly Like Me 1. I prefer the familiar to the unknown 1 2 3 4 5 6 2. I rarely second-guess myself 1 2 3 4 5 6 3. I'm unlikely to change plans once they're set 1 2 3 4 5 6 4. I can't wait for the day to get started 1 2 3 4 5 6 5. I believe in not getting your hopes too high 1 2 3 4 5 6 6. If something's broken, I try to find a way to fix it 1 2 3 4 5 6 7. I get impatient when there are no clear answers 1 2 3 4 5 6 8. I'm inclined to establish routines and stay with them 1 2 3 4 5 6 9. I can make any situation work for me 1 2 3 4 5 6 10. When something important doesn't work out, it takes me time to adjust 1 2 3 4 5 6 11. I have a hard time relaxing and doing nothing 1 2 3 4 5 6 12. If something can go wrong, it usually does 1 2 3 4 5 6 13. When I get stuck I'm inclined to improvise solutions 1 2 3 4 5 6 14. I get frustrated when I can't get a grip on something 1 2 3 4 5 6 15. I prefer work that is similar and in my comfort zone 1 2 3 4 5 6 16. I can handle anything that comes along 1 2 3 4 5 6 17. Once I've made up my mind, I don't easily change it 1 2 3 4 5 6 18. I push myself to the max 1 2 3 4 5 6 19. My tendency is to focus on what can go wrong 1 2 3 4 5 6 20. When people need solutions to problems, they call on me 1 2 3 4 5 6 21. When an issue is unclear, my impulse is to clarify it right away 1 2 3 4 5 6 From web site for leadership class taught by Associate Professor T. J. Jenney at Purdue www.tech.purdue.edu/ols/courses/ols386/crispo/changereadinesstest.doc 22. It pays to stay with the tried and true 1 2 3 4 5 6 23. I focus on my strengths not my weaknesses 1 2 3 4 5 6 24. I find it hard to give on something even if it's not working out 1 2 3 4 5 6 25. I'm restless and full of energy 1 2 3 4 5 6 26. Things rarely work out the way you want them to 1 2 3 4 5 6 27. My strength is to find ways around obstacles 1 2 3 4 5 6 28. I can't stand to leave things unfinished 1 2 3 4 5 6 29. I prefer the main highway to the backroad 1 2 3 4 5 6 30. My faith in my abilities is unshakable 1 2 3 4 5 6 31. When in Rome, do as the Romans do 1 2 3 4 5 6 32. I'm a vigorous and passionate person 1 2 3 4 5 6 33. I'm more likely to see problems than opportunities 1 2 3 4 5 6 34. I look in unusual places to find solutions 1 2 3 4 5 6 35. I don't perform well when there are vague expectations and goals 1 2 3 4 5 6 ( 2 )The Seven Traits Of Change-Readiness Add the scores for the questions in each category as indicated below. Note that in some cases the total must be subtracted from 35 to get the score for that trait. ResourcefulnessAdaptability 6. 3. 13. 10. 20. 17. 27. 24. 34. 31. Score Total 35 – Total = Score OptimismConfidence 5. 2. 12. 9. 19. 16. 26. 23. 33. 30. Total Score 35 – Total = Score AdventurousnessToleran.

1. Change-Readiness Assessment
Circle the number beside each statement that reflects how
accurately the statement describes you.
Change-Readiness Scale: 1 = Not Like Me 6 = Exactly Like
Me
1. I prefer the familiar to the unknown 1
2
3
4
5
6
2. I rarely second-guess myself 1
2
3
4
5
6
3. I'm unlikely to change plans once they're set 1
2
3
4
5
6
4. I can't wait for the day to get started 1
2
3
4
5
6
5. I believe in not getting your hopes too high 1
2
3

2. 4
5
6
6. If something's broken, I try to find a way to fix it 1
2
3
4
5
6
7. I get impatient when there are no clear answers 1
2
3
4
5
6
8. I'm inclined to establish routines and stay with them 1
2
3
4
5
6
9. I can make any situation work for me 1
2
3
4
5
6
10. When something important doesn't work out, it takes me
time
to adjust 1

3. 2
3
4
5
6
11. I have a hard time relaxing and doing nothing 1
2
3
4
5
6
12. If something can go wrong, it usually does 1
2
3
4
5
6
13. When I get stuck I'm inclined to improvise solutions 1
2
3
4
5
6
14. I get frustrated when I can't get a grip on something 1
2
3
4
5
6
15. I prefer work that is similar and in my comfort zone 1
2
3
4
5
6
16. I can handle anything that comes along 1

4. 2
3
4
5
6
17. Once I've made up my mind, I don't easily change it 1
2
3
4
5
6
18. I push myself to the max 1
2
3
4
5
6
19. My tendency is to focus on what can go wrong 1
2
3
4
5
6
20. When people need solutions to problems, they call on me 1
2
3
4
5
6
21. When an issue is unclear, my impulse is to clarify it right
away1
2
3
4
5
6

5. From web site for leadership class taught by Associate
Professor T. J. Jenney at Purdue
www.tech.purdue.edu/ols/courses/ols386/crispo/changereadines
stest.doc
22. It pays to stay with the tried and true 1
2
3
4
5
6
23. I focus on my strengths not my weaknesses 1
2
3
4
5
6
24. I find it hard to give on something even if it's not working
out 1
2
3
4
5
6
25. I'm restless and full of energy 1
2
3
4
5
6
26. Things rarely work out the way you want them to 1
2
3
4

6. 5
6
27. My strength is to find ways around obstacles 1
2
3
4
5
6
28. I can't stand to leave things unfinished 1
2
3
4
5
6
29. I prefer the main highway to the backroad 1
2
3
4
5
6
30. My faith in my abilities is unshakable 1
2
3
4
5
6
31. When in Rome, do as the Romans do 1
2
3
4
5
6
32. I'm a vigorous and passionate person 1
2
3
4

7. 5
6
33. I'm more likely to see problems than opportunities 1
2
3
4
5
6
34. I look in unusual places to find solutions 1
2
3
4
5
6
35. I don't perform well when there are vague expectations and
goals 1
2
3
4
5
6
(
2
)The Seven Traits Of Change-Readiness
Add the scores for the questions in each category as indicated
below. Note that in some cases the total must be subtracted
from 35 to get the score for that trait.
ResourcefulnessAdaptability
6.
3.
13.

8. 10.
20.
17.
27.
24.
34.
31.
Score
Total
35 – Total
= Score
OptimismConfidence
5.
2.
12.
9.

9. 19.
16.
26.
23.
33.
30.
Total
Score
35 – Total = Score
AdventurousnessTolerance for Ambiguity
1.
7.
8.
14.
15.
21.
22.

10. 28.
29.
35.
Total
Total
35 – Total = Score
35 – Total = Score
Passion/Drive
4.
11.
18.
25.
32.
Score
The Seven Traits Of Change-Readiness Understanding Your
Scores
Note: Optimal range for all categories is between 22 and 26.
Resourcefulness: Resourceful people are effective at taking the

11. most of any situation and utilizing whatever resources are
available to develop plans and contingencies. They see more
than one way to achieve a goal, and they're able to look in less
obvious places to find help.
They have a real talent for creating new ways to solve old
problems.
When people low in resourcefulness encounter obstacles, they
get stuck, dig in their heels, and go back to the old way. Very
high scorers (over 26) might overlook obvious solutions and
create more work than is necessary.
Optimism: Is the glass half empty or half full? Optimism is
highly correlated with Change- Readiness, since the pessimist
observes only problems and obstacles while the optimist
recognizes opportunities and possibilities.
Optimists tend to be more enthusiastic and positive about
change. Their positive outlook is, founded on an abiding faith in
the future and the belief that things usually work out for the
best. Very high optimism scorers (over 26) may lack critical-
thinking skills.
Adventurousness: Two ingredients capture this adventurous
spirit: the inclination to take risks and the desire to pursue the
unknown, to walk the path less taken. Adventurous people love
a challenge.
Since change always involves both risk and the unknown, they
usually perform well during organizational shake-ups. They are
the proactors, the employees who initiate and create change. But
very high scores (over 26) may indicate a tendency toward
recklessness.
Passion / Drive: Passion is the fuel that maximizes all the other
traits. If you have passion, nothing appears impossible. If you

12. don't, change is exhausting. Passion is the individual's level of
personal dynamism. It shows up in a person's level of intensity
and determination.
To make a new procedure work, to overcome the myriad of
problems that any plan for change unwittingly produces, you've
got to have passion and enthusiasm. Very high scorers (over
26), however, may mean you're bullheaded, obsessed, and
heading for burnout.
Adaptability: Adaptability includes two elements: flexibility
and resilience. Flexible people have goals and dreams like
everyone else, but they're not overly invested in them. When
something doesn't work out, they'll say, "Plan A doesn't work,
let's go to Plan B." Resilience is the capacity to rebound from
adversity quickly with a minimum of trauma. Failure or
mistakes do not throw them. They don't dwell on them and get
depressed but bounce back quickly and move on.
High scorers on this trait are not wedded to specific outcomes.
If the situation changes, their expectations shift right along with
it. Scoring too high (over 26) in this trait indicates a lack of
commitment or stick-to-it-ness.
Confidence: If optimism is the view that a situation will work
out, confidence is the belief in your own ability to handle it.
There is situational confidence - "I know I can swim across this
channel, learn this program, write this report" - and self-
confidence - "I can handle whatever comes down the pike."
Self-confidence is the kind of confidence the Change Readiness
Scale measures.
High scorers are generally individuals with a strong sense of
self-esteem. But more specifically, they believe they can make
any situation work for them. Scorers above 26 may indicate a
cocky, know-it-all attitude and lack of receptivity to feedback.

13. Tolerance for Ambiguity: The one certainty surrounding change
is that it spawns uncertainty. No matter how carefully you plan
it, there is always an element of indefiniteness or ambiguity.
Without a healthy tolerance for ambiguity, change is not only
uncomfortable; it's downright scary. But too much tolerance can
also get you in trouble. You may have difficulty finishing tasks
and making decisions. If you scored over 26 you fall in this
category.
Your Profile: You'll probably find you have higher scores on
some traits and lower scores on others. This is typical of most
profiles and indicates that some of your Change-Readiness traits
are more developed than others.
The Change-Readiness Scale is also useful in coaching teams to
determine which players to pick and what roles to put them in.
Adventurers are great starters, resourceful people are excellent
problem solvers, optimists make good cheerleaders, and their
input is especially useful when people feel discouraged.
Running Head: SEO CONSULTING 1
SEO CONSULTING 3
Company Introduction and Identifying SEO Benefits

14. Name
Professor’s Name
Institutional Affiliation
Course Title
Date
Introduction
Kosk & Company is a consulting firm that works with
various companies and businesses that need Search Engine
Optimization (SEO) services. In the current age of computer
technology and the advancement of Internet of Things (IoT),
most business ventures are realizing the essence of running
campaigns and advertisements on their websites. Running ad
campaigns is one way of marketing a product or service and
considering that most customers spend a big chunk of their time
and money browsing the internet, SEO is now more relevant
than ever. It is for this reason that Kosk & Company was
founded; to aid business ventures and companies to market the
various products and services either on their websites or hosted
domains which the company has. To this end, Kosk & Company
works with practically any firm that is serious about its ad
campaigns by generating traffic to the websites where they are
posted on.Client
Currently, Kosk & Company is working an SEO consult for
The Emirates Group. The Emirates Group is one of the biggest
airlines in the world, offering passenger and cargo services to
many destinations the world over. Owing to the sensitive nature
of the aviation industry, serious and well thought out marketing
strategies should be implemented by The Emirates Group in
order to get more customers using the airline.
To advance its business, The Emirates Group runs a
serious looking website which it uses to market the various
services it offers. Additionally, the website is used to advertise

15. new price lists and destinations that the airline is venturing
into. The main reason for having a website is to have an easy
means of reaching out to its current and potential clients who
use the airline. However, the company is not satisfied with the
amount of traffic on its website, therefore, it would like to get
more people talking about the airline in order to attract more
customers. The airline is focused on getting more clients in
order to advance its overarching goals of being the airline of
choice for passengers and also cargo transport.Target Audience
The target audience who are the focus of the SEO
campaign are passengers who are hoping to get a quick
reference guide on pricing and destination changes regarding
various flights that they would like to take. Therefore, they
come to the site to get a quick overview of what is on offer in
order to make an informed decision. Consequently, the website
has to be easily manoeuvrable for almost every potential
customer to get what they need in a quick manner without
difficulty.SEO Benefit
For any business to advance, it is important to know the
current market position and get an understanding of the factors
that are hindering growth so as to know how to counteract them.
The Emirates Group is a large company that runs its operations
in a variety of countries and can, by all means, be termed as a
success. However, the company has the potential to be more
than an airline with the perfect SEO strategy (Chen, 2018).
With this in mind, the first thing that should be done is to
conduct a thorough SEO audit which entails an analysis of the
website to find areas that need refinement and those that are
underutilized. Thereafter, Kosk & Company will do a keyword
search which involves developing a plan to attain high rankings
and consequently increase traffic to the website. The next step
would be to develop a roadmap that ensures that the formulated
plan to attain more traffic on the website is achieved (Kelsey,
2017).
Kosk & Company has a long history of handling SEO cases
for various companies. The many businesses and firms that have

16. partnered with us have reported positive feedback after
implementation of our strategy and therefore, the vast
experience will be beneficial for The Emirates Group.
Furthermore, the team is composed of various experts who know
the vital details that concern launching a workable and strategic
SEO campaign that is guaranteed to not only work but makes
the client feel like working with us for the rest of the years.
References
Chen, R. (2018). Research on the optimization strategy of web
search engine based on data mining. doi:10.1063/1.5033691
Kelsey, T. (2017). Explore Indexing and Webmaster
Tools/Search Console. Introduction to Search Engine
Optimization, 97-109. doi:10.1007/978-1-4842-2851-7_7