GROW Model: Goal Setting From Inspiration to Action

If you’re new to coaching, goal setting might look simple at first. We set goals all the time at work, in learning, and in life. Still, many goals never move past good intentions.

That’s why the “G” in the GROW Model deserves more attention than it usually gets.

Instead of just asking, “What do you want?”, good coaching helps turn inspiration into something clearer, more practical, and easier to act on.

Goal Setting – From Inspiration to Action

This funnel diagram from our bestselling book Coaching for Performance  illustrates this idea well.

Moving Down the Goal Funnel

Imagine goal setting as a funnel. At the top, ideas are broad and inspiring. As you move down, they become clearer, more specific, and easier to control.

Dream Goal – Starting with the “Why”

At the top of the funnel is the Dream Goal.

This is about purpose and direction. It answers questions like:

* What really matters here?
* What do you want things to look like in the future?
* Why is this important to you?

Dream goals bring energy and meaning. They don’t have to be exact, and that’s okay.

In coaching, we take our time with this stage because motivation often starts here.

End Goal – Clarifying the Outcome

Next comes the End Goal.

This is where the dream starts to take shape. The coach might ask:

• If this were successful, what would be different?
• What would you see, hear, or experience?
• How would you know you’d arrived?

The end goal gives the conversation a clear destination, even if the path to get there isn’t clear yet.

Performance Goals – Noticing Progress

Performance goals help connect the big outcome to daily effort.

They introduce questions such as:

• What would progress look like?
• What milestones would tell us we’re on track?

For someone new to coaching, this stage often feels like a relief. The goal starts to seem more manageable, less overwhelming, and more achievable.

Process Goals – Where Change Actually Happens

At the bottom of the funnel are Process Goals.

These focus on what you can do, consistently and realistically:

• What actions will you take?
  What habits or behaviours will you practise?
  What is within your control right now?

This is the point where inspiration becomes action.

In coaching, this stage gently shifts responsibility back to the individual.

Why This First Step Matters So Much

The rest of the GROW model – Reality, Options, and Will, depends on how well the goal is defined.

If the goal is vague, everything that comes next becomes harder:

• Reality feels confusing
• Options feel unfocused
• Commitment feels fragile

A well-formed goal doesn’t remove all challenges, but it gives the conversation a strong foundation.

A Coaching Question to Pause With

Before moving on from the G stage, it helps to ask yourself:

Has this goal moved from a hope to something I can begin to act on?

If the answer is yes, you’re ready to explore Reality!