Rest In Peace, SWOT Analysis
Don’t let it seduce you with its simplicity
“Less is more.”
“Simplicity is the ultimate sophistication.”
LinkedIn feed oozes such platitudes.
Overcomplication is rarely a good strategy. But strategic thinking is the exception.
A few weeks ago, I conducted a strategic retreat. We were devising a new strategy for a bank.
As always, I divided the team into several groups of 4-5 people. All of them performed the same tasks. Most groups needed much time to think through strategic issues such as competitive advantage or market goals.
But one of them always finished early. “It’s a no-brainer,” the group leader told me, “There is not much to think about.”
But if you see an obvious answer to a complex strategic question, you’re scratching the surface.
SO WHAT analysis
When Albert S. Humphrey at the Stanford Research Institute devised SWOT analysis in the 1960s, he had no idea he created a religion. Since then, thousands of 2*2 matrices have adorned corporate strategy presentations.
The high priests of the S…