I must stress that GROW has little value without the context of awareness and responsibility and the intention and skill to generate them through active listening and powerful questions. Models are not the truth – by itself GROW is not coaching. Mnemonics abound in the training business. There is SPIN, there are SMART goals, there is GRIT, and there is GROW coaching. These are occasionally presented or misperceived as panaceas to all business ills. They are nothing of the sort: they are only as valuable as the context in which they are used, and the context of GROW is awareness and
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