ADDIE vs SAM: Choosing the Right Instructional Design Model

When you're new to instructional design, one of the first choices you'll face is which design model to follow. You’ll hear people talk about ADDIE and SAM like they’re old rivals in an academic showdown.

But here’s the truth: ADDIE and SAM are not enemies—they’re tools. Each has its place, and choosing the right one depends on your project, team, timeline, and flexibility.

In this guide, we’ll break down what ADDIE and SAM are, how they compare, and how to decide which one is right for your instructional design projects.


What Is the ADDIE Model?

ADDIE is a linear and structured model that stands for:

  • A – Analysis

  • D – Design

  • D – Development

  • I – Implementation

  • E – Evaluation

Originally developed by the U.S. military in the 1970s, ADDIE is the classic instructional design model that offers a logical, step-by-step approach.

How ADDIE Works:

  1. Analysis: Define goals, learner profiles, needs, and constraints.

  2. Design: Create objectives, choose instructional strategies, plan media and assessments.

  3. Development: Build the course using your chosen tools and content formats.

  4. Implementation: Deliver the course through an LMS or instructor-led format.

  5. Evaluation: Assess learner performance and course effectiveness (formative and summative).

⚡ What Is the SAM Model?

SAM, or the Successive Approximation Model, is an agile, iterative approach created by Michael Allen. Unlike ADDIE’s rigid step-by-step structure, SAM promotes quick prototyping, collaboration, and frequent feedback.

There are two main versions:

  • SAM1 – For smaller projects

  • SAM2 – For complex projects (includes a Savvy Start workshop)

🔁 How SAM Works:

  1. Preparation Phase: Gather basic project goals and content.

  2. Iterative Design Phase: Plan → Prototype → Review (repeat in cycles)

  3. Iterative Development Phase: Build final product in cycles with user testing and adjustments

Key Differences: ADDIE vs SAM

Here’s a side-by-side comparison:

Feature ADDIE SAM
Approach Linear, sequential Agile, iterative
Flexibility Low (changes after development can be difficult) High (frequent revisions and feedback)
Speed Slower, ideal for large-scale planning Faster for prototyping and testing
Feedback Loops Primarily at the end (Evaluation phase) Ongoing throughout design and development
Best For Projects with stable content and formal review cycles Projects with evolving content and rapid stakeholder input

Real-World Examples

✅ Use ADDIE When:

  • You're designing a compliance course that must follow regulations

  • The client needs detailed documentation and sign-off at each stage

  • You’re working in a government, higher ed, or highly structured environment

✅ Use SAM When:

  • You're building a course with a cross-functional team and need rapid feedback

  • You’re unsure what format works best and want to prototype first

  • You're working in an agile environment or a fast-paced startup

What Experienced Instructional Designers Say

“ADDIE gives structure, but SAM gives speed and agility. You’ll use both—often in combination—depending on the project.”
— Senior ID, 10+ years experience

“I start with a rough ADDIE mindset but deliver like SAM—design something fast, show it, fix it.”
— eLearning Consultant

How to Choose the Right Model

Ask yourself:

QuestionADDIESAM
Is the content stable and well-known?✅ Yes❌ No
Do I have time for quick prototyping and feedback?❌ Not ideal✅ Perfect
Are stakeholders flexible and involved?❌ Not required✅ Essential
Is there a need for high documentation or formal approval?✅ Required❌ Not ideal
Am I working solo or in a small team?✅ Works fine✅ Works great
Is this a creative, open-ended course?❌ Less flexible✅ Encourages innovation

There’s no “one-size-fits-all” answer. You can even blend the models—start with ADDIE’s analysis and use SAM’s iterative cycles in development.

Final Thoughts

Both ADDIE and SAM are powerful frameworks—neither is outdated or superior across the board. The best instructional designers don’t marry a model—they match the model to the mission.

If you’re just starting out:

  • Learn the structure of ADDIE to build foundational skills

  • Experiment with SAM to understand agile, collaborative workflows

Ultimately, being model-aware—not model-bound—will set you apart as a smart, adaptable instructional designer.

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