GROW Model

What is the GROW model?

The GROW model is a four-step framework for structuring a coaching conversation, moving through Goal, Reality, Options, and Will (sometimes Way Forward). It gives a coach or manager a simple map: agree what the person wants, understand where they are now, explore what they could do, and commit to concrete action. It was popularised in the UK in the late 1980s and 1990s, associated with Sir John Whitmore and colleagues.

Its strength is that it keeps the conversation non-directive. Rather than solving the problem for someone, the person asking questions helps the other person do their own thinking, which is why it underpins so much of modern executive coaching.

Why the GROW model matters

Most workplace conversations jump straight to solutions, often the wrong ones, because nobody paused to define the goal or examine reality. GROW slows that reflex down just enough to produce better decisions and stronger ownership. Because it is easy to remember, it is one of the most practical tools a manager can adopt to bring a coaching style to everyday one-to-ones.

How the GROW model works

Work through the four stages in order, though you can loop back as new information appears:

Goal. Clarify what the person wants from the conversation and from the wider objective. Well-formed goals here often use the SMART goals criteria.
Reality. Explore the current situation honestly: what is happening, what has been tried, what is in the way. This is where active listening matters most.
Options. Generate as many possible routes forward as you can before evaluating any of them, expanding thinking rather than narrowing it too soon.
Will. Convert options into a specific commitment: what will they do, by when, and how confident are they. This is where accountability is set.

Example GROW questions

Goal: “What would a great outcome from this look like?” Reality: “What have you tried so far, and what happened?” Options: “If there were no constraints, what could you do?” Will: “Which option will you commit to, and what is the first step this week?”

Common mistakes and best practices

Rushing to Options before Reality is understood. Stay curious longer than feels comfortable.
Slipping into advice. If you find yourself saying “what you should do is”, turn it back into a question.
Ending without a clear Will step. A conversation without a commitment rarely changes anything.
Treating GROW as rigid. It is a guide, not a script, and a coaching presence matters more than perfect sequence.

Putting GROW into practice at scale

Knowing the model is easy, using it well takes practice and feedback. Coachello helps managers build a genuine coaching habit through guided one-to-one and group coaching, so frameworks like GROW become second nature rather than a poster on the wall.

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FAQs

What does GROW stand for?

Goal, Reality, Options, and Will (or Way Forward). Each is a stage in a structured coaching conversation.

Who created the GROW model?

It was developed and popularised in the UK during the late 1980s and 1990s and is most closely associated with Sir John Whitmore and colleagues at Performance Consultants.

Can managers use the GROW model, or only coaches?

Both. GROW is one of the simplest ways for a manager to bring a coaching approach to regular one-to-ones and development conversations.