Persona Modelling: Exploring Internal Social Systems Using Clean Language
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Persona Modelling: Exploring Internal Social Systems Using Clean Language

About the Book

We are social beings, it’s a universal aspect of being human. Our brains are wired to recognise faces, to recognise emotions and to have a theory of mind where we can interpret, explain and predict others’ behaviour. We love storytelling and easily follow the intrigue of a good drama or soap-opera. So when it comes to understanding ourselves, it’s not much of a stretch to imagine all that brain circuitry re-purposing itself to make sense of our inner world. When we experience a tension between two inner forces, such as wanting to eat ice cream at the same time as we want to go to the gym and lose weight, for many it’s as if there were two characters arguing over the decision. We believe it is a universal ability of humans to perceive their inner world using their social cognitive abilities. And that many people naturally do it.

In this book we present a process for coaching and self-development based on Clean Language that takes advantage of this social perspective on our inner world.

BOOK STATUS: The book currently contains a complete, detailed version of the "Simple Persona Process", which is designed to make Persona Modelling easy to learn for coaches and therapists who do not have any Clean Language experience. You can use the book to start your learning and we'll be adding a description of the Full Process in the coming months (we have draft chapters already - we wanted to start by getting the simple process out first)

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    • Executive Coaching
    • Life Coaching
    • Psychotherapy
    • Self-Help
    • Psychology
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About the Authors

Dr Paul Field
Dr Paul Field

Paul is based in London, UK and has 25 years experience of developing and delivering software, of leading teams and of creating global organisational change, including in a 98,000-person organisation. He has 20 years experience with Agile methods, starting with Extreme Programming and incorporating Scrum, Kanban, Evo and many other techniques.

His fascination with the human aspects of organisations, has led to a parallel career in coaching. Starting his coaching in a line manager role, he learnt a variety of coaching systems before settling as a Clean Language coach and then qualifying as a Clean Language Trainer and then Assessor. He has 11 years experience as an executive and team coach, is a member of the Association for Coaching and is an active contributor to the Clean Coaching community.

Wendy Sullivan
Wendy Sullivan

Wendy Sullivan has worked in the field of Clean Language and Symbolic Modelling for nearly 20 years. She runs West London-based Clean Change Company ( which provides services that are Clean, or informed by Clean principles, and that often make use of individuals’ metaphors. These services include coaching, training, facilitation and team development in the public and private sectors.

Clean Change Company also delivers open trainings in Clean Language, and certification for Clean facilitators. The training is possibly the most extensive available, and Wendy is a very experienced specialist Clean trainer and assessor. 

In addition, the company offers certificated training specifically for coaches, and Wendy provides supervision for coaches. She herself coaches, and as an accredited psychotherapist, provides therapy for individuals.

Wendy provides Clean training designed for market researchers, and consults/ works on qualitative market research projects.

Clean Change Company aims to contribute to the Clean Community, and has sponsored and run events such as the International Clean Conference and the Clean Business Exchange.

Wendy is co-author with Judy Rees of the book ‘Clean Language: Revealing Metaphors and Opening Minds’.

Table of Contents

  • Copyright
  • Acknowledgements
  • Quotes
  • What is Persona Modelling?
  • History of Persona Modelling
  • What is Clean Language?
  • The Simple Persona Modelling Process
  • The Persona Modelling Attributes
  • Simple Process: The Introduction
  • The Persona Modelling Grid
  • Finessing the Simple Process
  • Finessing the Client's Information
  • Fun Things to Try: Using “You” as P3
  • Specialised Questions
  • Uses for Self-Coaching
  • Patterns of Questions
  • Principles of Persona Modelling
  • Limitations of the Simple Process

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