SWOT not working? Perhaps try a TOWS

September 9, 2020
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How do you start your strategic plan?

Do you use a SWOT as your starting point? They can be very useful, if done correctly. The power of a SWOT is its simplicity - it’s easy to grasp. It’s also a very useful way to get your team to engage and contribute ideas.

Since a SWOT is simple, is it easy to get it right?

The problem is despite a SWOT’s simplicity, it is often done incorrectly. People tend to mix up internal and external attributes (is the implementation of a new system really an opportunity or a sign that the current system is crap?), or they mix the present and future tense. In a similar fashion, risks and weaknesses get frequently confused (a threat is really an external risk).

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