GROWmodel

GROW is a coaching framework used to structure conversations aimed at improving performance and development. It helps turn intention into action by guiding a client from setting an objective through to commitment to concrete steps. The model is widely used in management coaching, leadership development, and organizational change.

Origin: The GROW model was popularized in the 1980s by Sir John Whitmore and colleagues as part of executive coaching and performance improvement literature. It synthesizes ideas from psychology, goal setting, and experiential learning and has become a standard tool in coaching practice.

Structure: GROW consists of four stages: Goal, Reality, Options, Will. Goal defines what the client wants to achieve, specifying outcome and timeline. Reality asks about the current situation, constraints, and resources, establishing the gap between present state and goal. Options invites the client to explore possible courses of action, including novel or unconventional ideas, with evaluation of feasibility and impact. Will, sometimes called Way Forward, results in a concrete plan: chosen actions, responsibilities, deadlines, and criteria for measuring progress. The facilitator supports the process with open questions and active listening and helps the client commit to specific steps.

Applications and considerations: The model is valued for its simplicity, flexibility, and client-centered focus. It is used in one-on-one coaching, team coaching, performance reviews, and personal development. Effectiveness depends on the skill of the coach in asking questions and on the client’s motivation. Critics note that GROW can oversimplify complex problems or neglect systemic factors if not integrated with other tools.