So here is an interesting idea - why not use SWOT Analysis to review the usefulness of SWOT Analysis?
We have already posted on the innovative Two-Way SWOT approach which is being used by many Key Account Managers to build trust and partner relationships with their customers, and to good effect.
We have also written a White Paper on SWOT, which is available for free download here.
Although it is deceptively easy to do, and certainly looks good in a business plan or a customer plan, SWOT is actually quite challenging to do properly. We must confess to having seen many examples in our consulting and training work of SWOT charts which quite frankly seem to have been added to a document as "window dressing". Turn the page, or click to the next slide in the deck, and the SWOT is forgotten.
But there is no doubt that SWOT has the potential to be much more than this. If the risk of subjectivity is reduced by gathering outside data for validation; if strategic directions are identified from the juxtaposition of the factors; and if non-judgmental brainstorming is used in the first instance, then you might be able to unleash this potential.
So don't give up on the methodology because some consultant has a "sexier" model to peddle to you, and keep an eye open for a future post on this consultant's attempt to "morph" SWOT into a decision making tool based on Excel and a ...... OOPS! Nearly did it myself :)
We have already posted on the innovative Two-Way SWOT approach which is being used by many Key Account Managers to build trust and partner relationships with their customers, and to good effect.
We have also written a White Paper on SWOT, which is available for free download here.
Although it is deceptively easy to do, and certainly looks good in a business plan or a customer plan, SWOT is actually quite challenging to do properly. We must confess to having seen many examples in our consulting and training work of SWOT charts which quite frankly seem to have been added to a document as "window dressing". Turn the page, or click to the next slide in the deck, and the SWOT is forgotten.
But there is no doubt that SWOT has the potential to be much more than this. If the risk of subjectivity is reduced by gathering outside data for validation; if strategic directions are identified from the juxtaposition of the factors; and if non-judgmental brainstorming is used in the first instance, then you might be able to unleash this potential.
So don't give up on the methodology because some consultant has a "sexier" model to peddle to you, and keep an eye open for a future post on this consultant's attempt to "morph" SWOT into a decision making tool based on Excel and a ...... OOPS! Nearly did it myself :)
