The G.R.O.W. Model In Business Coaching – Simple, Concise, and Powerful
Updated: Aug 24
Business coaching is enhancing a client’s (person in a business) awareness and behavior in order to achieve business objectives for both client and organization (WABC, Business Coaching Definition). In my quest for a capable business coaching model (business coaching includes leadership coaching and executive coaching), I have spent several years looking at many coaching models. Some models are overly complex while others are very basic.
Sir John Whitmore wrote (2009): “Coaching is unlocking people’s potential to maximize their own performance. It is helping them to learn rather than teaching them” (p. 10).
“[T]here are no quick fixes in business, and good coaching is a skill, an art perhaps, that requires a depth of understanding and plenty of practice if it is to deliver its astonishing potential” (Whitmore, 2009, p. 2).
I began looking at coaching models during my industrial and organizational psychology doctoral program and came across many books on coaching. After years of searching and seeing what made sense, I eventually returned (very much to my surprise) to the original, wildly popular and widely used, G.R.O.W. coaching model.
John Whitmore, Graham Alexander, and Alan Fine all worked together and, in the mid- to late-1980, they co-developed the G.R.O.W. Model (Fine, 2018). Shortly after, the three went their separate ways, each one using his own approach to/version of the G.R.O.W. Model.
For all major iterations of the G.R.O.W. Model, the first three letters are the same: “G” is the “Goal” the individual seeks to achieve; “R” is the “Realities” a person should consider in the context of the decision process; and “O” is the “Options” open to the decision maker (Fine, 2018). It is only the last letter, “W”, that has been interpreted differently. John Whitmore defined it as “Will” (Whitmore, 2009), Graham Alexander defined it as “Wrap-up” (Alexander & Renshaw, 2005), although he also used “Wrap-up/way forward” (Alexander, 2006), and Alan Fine defined it as “Way Forward” (Fine, 2010).
G.R.O.W. (Goal, Reality, Options, Way Forward) is a simple 4-step process. The coach helps the coachee (person being coached) articulate a concise goal (Goal). Next, the coachee describes his current situation (Reality). This is followed by brainstorming options (Options) and next steps. Finally, the coachee identifies and selects one or more options to use in an action plan (Way Forward).
Throughout my years-long coaching model vetting process, two questions I asked were: (1) Will this model be easy enough for me to use when coaching clients? (2) Will I be able to use this model to teach leaders so they can use it to coach their employees?
For me, the desire to address both question #1 (Is this model easy enough to use when coaching clients?) and question #2 (Can I use this model to teach leaders, so they can use it to coach their employees?) were paramount in my decision. Many coaching models sufficiently answer question #1. That is, most of the models are easy enough to use to coach others, whether the model uses a 3-, 4-, 5-, 6-, or 7-step process. However, where many coaching models disappoint is in trying to answer question #2. When I pose the question — Can I use this model to teach leaders a simple process so they can use it to coach their employees? — many models could not deliver.
I also considered a third question: Does the coaching model follow a traditional coaching process that takes 6 – 12 sessions to complete or a rapid process that can be done in one or two coaching sessions? Indeed, it is the answer to this third question that made me completely rethink “coaching.” In order to adapt to the demands of an increasingly busy workplace and workforce, I needed a coaching model and process that could be delivered on-the-spot — in one or two conversations or meetings.
John Whitmore’s G.R.O.W. (Goal, Reality, Options, Will) contains 8 to 13 questions for each of the step in the model (Whitmore, 2012). But I prefer Alan Fine’s G.R.O.W. Model [covered in his book, You Already Know How to Be Great (2010)], which has 3 to 6 questions for each step. I also like the questions assigned to each of the G.R.O.W. steps in the Fine version.
I used Alan Fine’s G.R.O.W. Model to coach a new leader in two sessions (1 hour the first session, 1.5 hours the second session), plus one debriefing session (30 minutes). The coaching experience with this leader confirmed several things. First, Fine’s G.R.O.W. model is very easy to use. Second, Fine’s G.R.O.W. model can be used to teach a leader, so s/he can turn around and use it to coach his/her employees. Third, the entire process is surprisingly brief, lasting just 2.5 sessions.
Within that time frame, I was able to work with the leader to: clarify his goal for the session (Goal); describe his current situation (Reality); explore potential actions and next steps (Options); and identify a specific action as his next step (Way Forward) — demonstrating that, as a business coaching model and process, the GROW Model is very simple to use and understand (for both coach & coachee), effective yet brief, practical, and able to be delivered on demand and even as a self-coaching process (coaching yourself).
Clients answer a group of questions for each of the steps of the G.R.O.W. Model. Step #1 is Goal, Step #2 is Reality, Step #3 is Options, and Step #4 is Way Forward. The coach and coachee go through the steps and the questions that fall under each step in order, starting with Step #1. It’s important to not introduce clients to all the GROW questions at once because it can cause them to answer the questions in a cursory manner, rushing through their responses instead of really thinking about the question and allowing themselves time to process each question and formulate a response.
Although it’s recommended that you follow each of the GROW steps sequentially, starting with Step 1: Goal and ending with Step 4: Way Forward, in practice, there may be times where you have to adjust. John Whitmore explained this in his book, Coaching for Performance (2009): “[O]ne may only be able to define a vague goal until one has examined the reality in some detail. It will then be necessary to go back and define the goal much more precisely before moving forward again. Even a sharply defined initial goal may be recognized to be wrong or inappropriate once the reality is clear” (pp. 56-57).
For example, for my client, the overall goal for the session (Step #1 Goal) finally solidified in the middle of Step #2 (Reality). For this client, the topic did not become clear until after he’s had a chance to talk about what was currently happening at work and what he had tried so far. So, even though he responded to a question in Step 2, it actually made more sense to place his response in Step 1, to a question about the topic/goal of the discussion. Remember, it’s okay to be flexible and make adjustments to help clients make sense of the GROW framework. To verify, I asked my client if there was anything that did not make sense or that did not match up with what he wanted to say.
A unique question in Fine’s G.R.O.W. Model that stands out and one that I like is a question in Step #3 Options phase (“Would you like suggestions from me?”). A word of caution: If this question is not handled properly, the coach can very easily end up doling out advice and completely derail the purpose of coaching. What I like about this question is that it allows the coach an opportunity to share some suggestions and then check in to see if any of the suggestions seems interesting enough to explore further. This can be invaluable, especially when clients are at their wits’ end and no amount of open-ended questions will help to stimulate their creative ideas. In my coaching session, because of my rapport with this new leader and thanks to a previously administered personality assessment, I knew that my real contribution to him would be to offer some practical suggestions. The client told me that my suggestions were “all spot on” and that he agreed with them.
In our debriefing session, this leader stated that he likes that the GROW process is compact, simple, and straightforward and that these characteristics of GROW will help when he introduces his team to it. He especially appreciated my explanation of the GROW Model as a decision framework and said, “decision framework feels very liberating,” unlike the term “goal setting” which is becoming stale.
Finally, here’s an interesting tidbit — the G.R.O.W. framework also happens to be “one of the tools Google uses to teach [its] managers about coaching conversations” (re:Work with Google: Coach with the GROW model).
Takeaway: Overall, the G.R.O.W. Model (in particular, Alan Fine’s version) is a very capable business coaching model. From my own vetting process, it meets all three of the criteria on my list: (1) The G.R.O.W. Model is very easy to use to coach others; (2) The G.R.O.W. Model is remarkably simple and can be effectively used to teach a leader so s/he can use it to coach his/her own employees; and (3) The G.R.O.W. Model is powerful, yet concise enough that it can be completed in one or two coaching sessions.
Written By: Steve Nguyen, Ph.D. Organizational & Leadership Development Leader
Alexander, G. (2006). Behavioural coaching — the GROW model. In J. Passmore (Ed.), Excellence in coaching: The industry guide (2nd ed., pp. 83-93). London: Kogan Page.
Alexander, G., & Renshaw, B. (2005). SuperCoaching: The Missing Ingredient for High Performance. London, UK: Random House.
Fine, A. (2010). You Already Know How to Be Great: A Simple Way to Remove Interference and Unlock Your Greatest Potential. New York: Penguin Group.
Fine, A. (2018). What is the GROW Model. InsideOut Development. https://www.insideoutdev.com/about-us/what-is-the-grow-model/
re:Work with Google. (2018). Coach with the GROW model. https://rework.withgoogle.com/guides/managers-coach-managers-to-coach/steps/coach-with-the-grow-model/
Whitmore, J. (2009). Coaching for Performance (4th ed.). London: Nicholas Brealey Publishing.
Whitmore, J. (2012). The GROW Model. Performance Consultants International. https://www.performanceconsultants.com/wp-content/uploads/GROW-Model-Guide.pdf
Worldwide Association of Business Coaches (WABC) (2018). Business Coaching Definition. https://www.wabccoaches.com/includes/popups/definition.html
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