The positive elements are substantial: a forced reflection on each of Strengths, Weaknesses, Opportunities, and Threats is clearly valuable.

…the challenge arises in what to do with the information. For example:

  • do we deploy our strengths to offset our weakness?
  • do we deploy our strengths to defend against threats?
  • …or, do we deploy our strengths to maximize our opportunities?

The answer of course, is ‘all of the above’, and ideally, only after management is satisfied that a detailed reflection of each element of the SWOT analysis has been completed.

Because our focus is on selling (more) – we are biased toward the exploitation of opportunities.  This tool helps you record your top-5 Strengths, Weaknesses, Opportunities, and Threats, and presents you with a prioritized list of your market leverage (your strengths + opportunities), to focus your communications, and market development activities, so that you can sell, more: