David Grove developed Clean Language (1980) to help people explore their thoughts through metaphors, free from outside influence. Originally used in therapy, this method is now transforming family business governance and coaching by fostering clarity and deeper understanding.
As Penny Tompkins and James Lawley recalled, when they first saw Grove in action, he was working with two clients at the same time, seamlessly moving between them while asking what seemed like strange but profoundly effective questions (Tompkins & Lawley, 2024).
They immediately recognized the power of his approach and dedicated years to modeling it.
Why Clean Language Matters in Family Business Governance
Family businesses face unique challenges such as succession, leadership transitions, and communication breakdowns. Grove found that people naturally use metaphors to express complex situations, and by asking neutral questions, they can uncover solutions without external bias.
Example: Imagine a family business where the next generation is struggling with the idea of succession.
A traditional coach might ask:
"Are you ready to take over the business?" → This assumes the person must be ready.
Instead, a Clean Language coach might ask:
"What does ‘taking over the business’ mean for you?"
"What kind of future would you like for the business?"
"And what happens just before you know you’re ready?"
These questions keep the conversation open and allow the individual to explore their own perspective without pressure.
The Power of Metaphors in Governance
Grove first applied Clean Language in therapy for trauma survivors and military veterans with PTSD.
He realized that, rather than reliving painful experiences, clients would naturally say, "It was like...", followed by a metaphor. Instead of asking for details, he focused on the metaphor itself, allowing transformation to happen without re-traumatization (YouTube, 2024).
The same principle applies to family business governance, where difficult conversations are often avoided or emotionally charged:
"The business is a ship, and we need a strong captain." → Is collaboration possible?
"We’re stuck in a maze." → What would finding an exit look like?
By exploring metaphors, leaders redefine governance challenges and solutions.
References:
BusinessBalls (2024) Clean Language: David Grove Questioning Method. Available at: https://www.businessballs.com/communication-skills/clean-language-david-grove-questioning-method/
Tompkins, P. & Lawley, J. (2024) Introduction to Clean Language. YouTube. Available at: https://www.youtube.com/watch?v=TqLi7ra9c-U
YouTube (2024) How Metaphors Shape the Way We Think. Available at: https://www.youtube.com/watch?v=TqLi7ra9c-U