How to Select an Executive Coach

 The GROW Model in Action: A Practical Guide for Coaches and Leaders

In leadership and coaching, conversations can often drift into problem-solving without structure. While this can sometimes work, it often leads to quick fixes rather than lasting change. The GROW model is one of the most effective frameworks to guide these conversations - simple, practical, and powerful.

First developed in the 1980s by coaching pioneers like Sir John Whitmore, the GROW model has become a cornerstone of coaching practice worldwide. Its strength lies in its simplicity: it provides leaders and coaches with a clear roadmap to unlock insights, inspire accountability, and drive real results.

What is the GROW Model?

GROW is an acronym that stands for:

• G – Goal: What do you want to achieve?
• R – Reality: What’s happening now?
• O – Options: What could you do?
• W – Will (or Way Forward): What will you do?

Each stage builds on the previous one, moving the conversation from aspiration to commitment.

Step 1: Goal – Define Success Clearly

Every effective coaching conversation starts with clarity. Without a goal, the discussion lacks direction.

Every effective coaching conversation starts with clarity. Without a goal, the discussion lacks direction.

• For Coaches: Ask questions like “What would success look like for you?” or “What do you want to achieve by the end of this conversation?”

• For Leaders: Use this step in one-to-one discussions to help employees connect their personal goals with organisational objectives.

Example: A team leader wants to improve how they delegate. The goal might be: “By the end of three months, I want to confidently delegate tasks and have my team take more ownership.”

Step 2: Reality – Understand the Current Situation

Before moving forward, it’s crucial to explore what’s happening now. This step helps uncover barriers, assumptions, and blind spots.

• For Coaches: Ask “What have you tried so far?”, “What’s working well?”, or “What challenges are you facing?”
• For Leaders: Use this stage to encourage self-awareness and honest reflection, without judgment.

Example: The leader realises they hesitate to delegate because they fear tasks won’t be done “their way.” The reality is less about team capability and more about their own mindset.

Step 3: Options - Explore Possibilities

Once the reality is clear, it’s time to brainstorm potential solutions. The goal here isn’t to pick the first answer but to expand thinking and consider alternatives.

• For Coaches: Ask “What are three ways you could approach this?” or “If there were no obstacles, what would you do?”
• For Leaders: Encourage creative problem-solving, and resist the urge to give all the answers yourself

Example: The leader identifies three options: (1) delegate small tasks to build confidence, (2) set clearer expectations upfront, and (3) schedule regular check-ins for support.

Step 4: Will – Commit to Action

The final step turns ideas into action. Without commitment, insights remain theoretical. This is where accountability is built.

• For Coaches: Ask “What will you do first?”, “When will you do it?”, or “What support do you need?”

• For Leaders: Ensure the action is realistic and measurable. Follow up in future conversations to check progress.

Example: The leader commits to delegating at least one significant task each week, starting immediately, and agrees to track progress in weekly one-to-ones.

Why the GROW Model Works

1. It’s Simple: Easy to remember and apply in any setting.
2. It’s Flexible: Works for big-picture career goals or day-to-day challenges.
3. It Builds Ownership: The coachee generates their own solutions, which increases buy-in.
4. It Drives Action: Every conversation ends with a commitment, not just ideas.

The GROW Model in Leadership Conversations

You don’t need to be a professional coach to use GROW. Leaders can apply it in performance reviews, development discussions, or even quick problem-solving sessions.

• In Performance Reviews: Instead of telling employees what to improve, use GROW to help them set their own development goals.
• In Team Meetings: Apply GROW to clarify objectives and action steps on a project.
• In Career Conversations: Guide employees to reflect on their aspirations, current reality, and paths forward.

Common Pitfalls to Avoid

While powerful, the GROW model requires skilful use. Watch out for these pitfalls:

• Rushing the Goal step: Without clarity, the rest of the conversation lacks focus.
• Jumping to advice: Leaders often want to “fix” problems. Instead, hold back and let the other person think.
• Skipping Will: Insights without commitments lead to frustration and little progress.

Final Thought

The GROW model is more than a framework - it’s a mindset shift. It encourages curiosity, empowerment, and accountability. For coaches, it provides structure to create breakthroughs. For leaders, it transforms conversations into opportunities for growth and engagement.

In a world where adaptability, collaboration, and people development define success, the GROW model remains one of the most practical tools available.

So, next time you face a leadership challenge, ask yourself:

• What’s the Goal?
• What’s the current Reality?
• What Options do we have?
• And what’s the Will to act?

The answers may surprise you - and they might just unlock the results you’re looking for.