The CLEAR coaching model structures coaching around five stages: Contracting, Listening, Exploring, Action and Review. It is associated with Peter Hawkins, a British scholar of coaching and supervision, and puts the relationship between coach and client at the centre rather than a straight path to a goal.
Coach and client agree what success looks like, how they will work and the ethical limits of the engagement.
02
Listening
The coach listens for emotions, beliefs and what is left unsaid, not only for facts.
03
Exploring
Open questions test the client's assumptions and widen the set of options.
04
Action and review
Insights become concrete steps, and both sides regularly review progress and the relationship itself.
Where you see it today
AI coaching chatbots
In two comparable randomised trials of goal attainment, an AI chatbot coach did as well as human coaches by the end of a ten-month programme (Terblanche et al., 2022). The authors argue that AI could replace simple, model-based coaching while human coaches remain needed for empathy-heavy work.
Contracting for AI tools
Coaching sessions are now often recorded, transcribed or summarised by AI note-takers. Under CLEAR, that belongs in the contract: what is recorded, who sees it and whether it trains any system.
Managers as coaches
Many companies ask line managers to coach rather than direct. CLEAR suits short check-ins because each stage fits into a single conversation, and AI summaries can help with the Review stage by tracking commitments.
Coaching through AI change
When roles change because of automation, the Listening and Exploring stages matter most: people need to voice concerns and test assumptions before any action plan sticks.
CLEAR vs other coaching models
CLEAR
StagesContract, Listen, Explore, Action, Review
Distinctive emphasisRelationship and recontracting throughout
GROW
StagesGoal, Reality, Options, Will
Distinctive emphasisA simple path from goal to commitment
OSKAR
StagesOutcome, Scaling, Know-how, Affirm and Action, Review
Distinctive emphasisSolution focus: build on what already works
AI chatbot coaching
StagesStructured prompts, reminders and check-ins
Distinctive emphasisScale and consistency, limited empathy
How to use it
Open every session by agreeing the outcome for that conversation, not just the overall goal.
Spend more time listening than you think you need; summarise what you heard before asking anything.
Ask at least one question that challenges an assumption the person has not noticed.
End with a specific, dated action, and start the next session by reviewing it.
Agree up front whether any AI note-taker or coaching tool will be used, and what happens to the data.
The Business Engineer lens
AI can now handle the routine parts of coaching, such as structure, reminders and follow-up, which shifts the human coach toward contracting and deep listening. The Business Engineer sees the same split across knowledge work: machines take the repeatable loop, people keep the judgement and the relationship.
It is associated with Peter Hawkins, a British scholar and practitioner of coaching and supervision.
How is CLEAR different from GROW?
Both end in action, but CLEAR starts with contracting and deep listening and treats the coaching relationship as the main vehicle for change.
Can AI replace a CLEAR coach?
Research comparing an AI chatbot coach with human coaches found similar goal attainment, but the authors note that AI lacks the empathy needed for deeper coaching work.
The complete explainer, cleaned up and reformatted for mobile.
Coaching has become a vital tool for personal and professional development, helping individuals unlock their full potential and achieve their goals. Among the many coaching models available, the CLEAR Coaching Model stands out as a comprehensive framework designed to guide coaches and their clients on a transformative journey.
The CLEAR Coaching Model is a structured approach to coaching that facilitates meaningful and lasting change in individuals’ lives. It was developed by Dr. Ann Deaton and Dr. Ursula Pottinga, two experienced coaches and educators. The model’s name is an acronym, with each letter representing a crucial phase of the coaching process:
C – Clarify Goals and Objectives
L – Learn about the Client
E – Envision Success
A – Assess Progress
R – Reflect and Reframe
Let’s explore each phase of the CLEAR Coaching Model in more detail.
1. Clarify Goals and Objectives (C)
The first phase of the CLEAR Coaching Model focuses on defining clear and specific goals and objectives. It involves a thorough exploration of what the client wants to achieve through coaching. During this phase, the coach and the client collaborate to:
Identify the client’s aspirations, values, and motivations.
Clarify the client’s short-term and long-term goals.
Establish measurable outcomes that serve as benchmarks for success.
This phase sets the foundation for the coaching relationship, ensuring that both coach and client have a shared understanding of the client’s objectives.
2. Learn about the Client (L)
In the second phase, the coach dives into a deep exploration of the client’s background, experiences, strengths, and challenges. This process involves active listening, open-ended questions, and empathy to understand the client’s unique perspective. Key elements of this phase include:
Uncovering the client’s strengths and areas for development.
Exploring the client’s values, beliefs, and identity.
Gaining insight into the client’s past experiences and their impact on the present.
By delving into the client’s history and understanding their worldview, the coach can tailor the coaching process to meet the client’s specific needs.
3. Envision Success (E)
The third phase, “Envision Success,” focuses on helping the client create a compelling vision of their desired future. Coaches use a variety of techniques to guide clients in visualizing their success, including:
Encouraging the client to vividly describe their desired outcomes.
Exploring potential obstacles and challenges that may arise.
Collaborating with the client to develop strategies and action plans.
This phase helps clients gain clarity and motivation to work toward their goals.
4. Assess Progress (A)
Continuous assessment and feedback are critical components of the CLEAR Coaching Model. In this phase, the coach and client regularly review the client’s progress toward their goals. Key aspects of this phase include:
Evaluating the effectiveness of action plans and strategies.
Celebrating achievements and milestones.
Adjusting goals and plans as necessary based on feedback and results.
Assessing progress ensures that the coaching process remains dynamic and responsive to the client’s evolving needs.
5. Reflect and Reframe (R)
The final phase of the CLEAR Coaching Model emphasizes reflection and reframing. It encourages the client to reflect on their journey, learn from their experiences, and reframe any limiting beliefs or unproductive thought patterns. Activities in this phase include:
Identifying and challenging self-limiting beliefs.
Encouraging self-compassion and self-acceptance.
Integrating newfound insights into the client’s personal growth journey.
By promoting reflection and reframing, this phase supports lasting transformation and personal growth.
The Impact of the CLEAR Coaching Model
The CLEAR Coaching Model offers several notable benefits and impacts on personal growth and transformation:
1. Enhanced Clarity and Focus
The model’s emphasis on clarifying goals and objectives ensures that clients have a clear sense of direction. This enhanced clarity allows clients to focus their efforts and energy on what truly matters to them.
2. Deeper Self-Awareness
Through the “Learn about the Client” phase, clients gain a deeper understanding of themselves, including their strengths, values, and past experiences. This self-awareness is a catalyst for personal growth and positive change.
3. Motivation and Commitment
The “Envision Success” phase helps clients connect with their intrinsic motivation and commitment to their goals. This motivation serves as a driving force throughout the coaching journey.
4. Accountability and Adaptability
Regular assessment and reflection in the “Assess Progress” and “Reflect and Reframe” phases help clients stay accountable to their goals and adapt their strategies as needed. This adaptability ensures progress, even in the face of challenges.
5. Lasting Transformation
The holistic approach of the CLEAR Coaching Model, which encompasses the client’s goals, self-awareness, motivation, and reflection, supports lasting transformation and personal growth.
Applications of the CLEAR Coaching Model
The CLEAR Coaching Model is versatile and can be applied in various coaching contexts, including:
1. Life Coaching
Life coaches use the model to help clients set and achieve personal and professional goals, improve their overall well-being, and navigate life transitions.
2. Career Coaching
Career coaches apply the model to assist clients in clarifying their career objectives, enhancing their skills, and achieving career advancement.
3. Executive Coaching
In the realm of executive coaching, the CLEAR Coaching Model can support leaders in developing leadership skills, managing teams effectively, and achieving organizational goals.
4. Personal Development
Individuals seeking personal development and self-improvement can also benefit from the CLEAR Coaching Model by working with a coach to clarify their aspirations and overcome obstacles.
5. Organizational Coaching
Organizational coaches use the model to facilitate positive change within teams and organizations, guiding them toward their objectives and fostering a growthmindset.
The Role of the Coach
In the CLEAR Coaching Model, the coach plays a pivotal role in guiding and facilitating the client’s personal growth journey. The coach serves as a:
Guide: Coaches guide clients through the model’s phases, asking probing questions, and providing support and encouragement.
Active Listener: Coaches practice active listening to understand the client’s needs, challenges, and aspirations fully.
Motivator: Coaches motivate and inspire clients to take action and stay committed to their goals.
Accountability Partner: Coaches help clients stay accountable to their goals by tracking progress and providing feedback.
Conclusion
The CLEAR Coaching Model is a dynamic and effective framework for supporting personal growth and transformation. By addressing key phasesโClarify Goals and Objectives, Learn about the Client, Envision Success, Assess Progress, and Reflect and Reframeโthe model provides a structured and comprehensive approach to coaching. Whether applied in life coaching, career coaching, or any other coaching context, the CLEAR Coaching Model empowers individuals to achieve their goals, gain self-awareness, and experience lasting positive change. As coaching continues to evolve as a valuable tool for personal and professional development, the CLEAR Coaching Model remains a beacon for those seeking guidance on their journey toward personal growth and transformation.
Key Highlights of the CLEAR Coaching Model
Structured Approach: The CLEAR Coaching Model provides a structured framework with five key phases: Clarify Goals and Objectives, Learn about the Client, Envision Success, Assess Progress, and Reflect and Reframe.
Client-Centered: Each phase of the model focuses on understanding the client’s needs, goals, strengths, and challenges, ensuring that the coaching process is tailored to the individual.
Holistic Transformation: By addressing various aspects of the client’s journey, including goal setting, self-awareness, motivation, and reflection, the model supports holistic personal growth and transformation.
Versatility: The CLEAR Coaching Model can be applied in various coaching contexts, including life coaching, career coaching, executive coaching, personal development, and organizational coaching.
Coach’s Role: Coaches serve as guides, active listeners, motivators, and accountability partners throughout the coaching process, facilitating the client’s journey toward achieving their goals and experiencing lasting positive change.
Benefits: The model offers benefits such as enhanced clarity and focus, deeper self-awareness, increased motivation and commitment, accountability, adaptability, and lasting transformation.
Applications: It can be applied in diverse coaching contexts to help individuals and organizations achieve their objectives and foster personal and professional development.
Continued Relevance: As coaching continues to evolve, the CLEAR Coaching Model remains a valuable tool for coaches and clients seeking structured guidance on their journey toward personal growth and transformation.
Gennaro Cuofano is a CRO and tech executive who has worked in AI since late 2015, starting with bringing NLP, natural-language generation, voice and chatbot products to the marketing industry. His background is in law and finance: he holds a Master's degree in Law and an International MBA with an emphasis on corporate finance (LUISS Business School and the University of San Diego, 2012), and worked as a financial analyst at a real-estate investment firm in San Diego and as an assistant controller. His work focuses on business model strategy, business engineering and, more broadly, structural analysis: how companies make money, read from their own filings. He created FourWeekMBA and leads research there and at The Business Engineer, his newsletter on AI and business strategy, with over 95,000 subscribers and more than 1,000 published analyses. His writing has also appeared on Entrepreneur (for example, How to Digitize a Family Business in Europe) and HackerNoon. Find him on LinkedIn and Substack. See how we source.
