The SWOT model is one of the classics in the business world. Interestingly, the original developer of the SWOT tool is unknown. Most of us were initially introduced to the SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) in one of our first business classes in college. Personally, I added it to the many templates that were being thrown at me under the category “Might be useful someday in the future but who knows?…”.

Well, 30 years later, I continue to be amazed how insightful the tool can be for an organization seeking to really understand their business. For those who aren’t familiar or have forgotten how the SWOT analysis works, an organization creates a 2 by 2 matrix to identify factors under the S, W, O and T strategic areas.

I believe it is informative to first identify all the Opportunities and Threats in the environment including future trends, upcoming legislation, and the overall economy. Starting with this macro analysis allows an organization to more accurately address the upper quadrants (Strengths and Weaknesses) with an informed perspective. I also recommend that an organization prioritize the factors under each quadrant, as each factor is not equal in importance.

From my perspective, there are 3 primary reasons that the SWOT is a timelessly valuable tool.

Here at Muddy Gecko, we offer a SWOT analysis as a subset of the overall Marketing Strategy service we perform for clients. We are a full-service agency that provides expert fractional marketing support across a number of fronts including strategy, communications, design, digital marketing and complete media solutions. Please let me know if we can support your organization in any fashion.