No friction, no shine: the GROW Program through the eyes of the coaches

There was a clear need for a program for entrepreneurs with growth ambitions. How do you start setting something like that up? 

Tim: “It starts with assessing your own knowledge and skills, and where you still need support. We therefore requested input from several organizations that were truly experts and already had experience with successful growth programs. That was an exciting process, because we naturally wanted to create a high-quality program. So we had to critically examine the various organizations we were considering. The great thing is that we ultimately chose not just one organization, but two that complement each other well. This allowed us to truly place the right people in the right positions.”

Is that combination what makes the program different from other growth programs?

Marjo: “It's mainly the intensity of the program. Participants actively work on their growth every two weeks with their coach. At the beginning, they receive an analysis and a customized plan for the coming six months. This provides a lot of direction, but above all, a lot of focus. And it's precisely that focus and that motivation that determines the success.” Tim: "I agree with that. Because we're not a commercial party, we can also honestly—and sometimes confrontationally—share our perspective on the situation. If the entrepreneur doesn't like us afterward, so be it. The funny thing is, entrepreneurs really appreciate that attitude afterward. We don't just hold up a mirror to them; we also bring in experts to help them further."

What does the support look like for you as a coach?

Marjo: "For me, it's perseverance. By repeatedly addressing the same issues, the entrepreneur eventually resolves them. The program lasts six months, so you build trust during that time. I always revisit the issues and ask if they're correct. That can sometimes feel like nagging, and that's frustrating because the entrepreneur has to overcome a hurdle. Occasionally, I push on the bruised spot, but that helps them move forward." Tim: "Sometimes it's just a matter of being there and not running away when things get uncomfortable. I've been in coaching sessions where things started to really chafe within the team, and at times, it was a real struggle. If I had slipped away at that point, the trust would have been broken. But if you work through it together, you show that you're truly there for the entrepreneur, and you build loyalty. The entrepreneur was grateful for that afterward."

So the help is appreciated?

Tim: "Yes. The tricky part is that they have to experience it first. Many entrepreneurs think they don't need the guidance because they're still too modest about their growth and ambitions. But when they finally enter the program, they see, 'Hey, this is really helpful, there's more to it.' That's also the culture here in the eastern part of the country, of course."

Marjo: “In Twente, we're not much for boasting. But if you have a company with a turnover of a few million, you do have specific challenges that are different than if you have a turnover of three hundred thousand. Ultimately, the participants meet each other in the community, which allows them to quickly connect on a level playing field. So that's not only fun, but the entrepreneurs also genuinely benefit from each other because they understand each other.”

Tim: “Indeed. And because the entrepreneurs have all completed the program, there's inherent trust between them, which allows them to be vulnerable with each other. Moreover, the community events are held quarterly, and there's an inspiring speaker. Because of this, the entrepreneurs already indicate that they want more after the program.

After the program, they also get more because they continue to grow, right?

Marjo: “It's not always so linear. The GROW program isn't about growing as quickly as possible, but about sustainable growth. You really work on the foundations of your business so that you're firmly positioned for further growth. Compare it to a house.” If you want to add another floor, you need to see if your foundation is strong enough to handle it. Your foundation is fine for the current state of the house—and it's a beautiful house, too—but you might still need to fill in some holes if you want a second or even third floor.

Tim: "Well said, Marjo! Besides, we don't just work on the organization, but also on the entrepreneurs themselves. It's a kind of entrepreneurial training for experienced entrepreneurs. Many participants also indicate that they would have done things very differently a year ago if they had known what they know now. So if you, as an entrepreneur, are ready to work on yourself and get to that point, I would definitely recommend checking out what the GROW program has to offer."

Want to experience the GROW Program yourself? A new cohort starts October 14th!

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