Jeffrey has a company with $100$ employees. Over the past quarter he has lost revenue to his competitors. At some research he discovers that his competitors are investing in certain technologies that help them in their daily business causing them to have an advantage. Jeffrey now has to convince the organization to also invest in the technology. Jeffrey needs to help his people understand that the future will lookLike if we don't invest in the technology. Which step in kotter's eight step change model does this represent?