A New Approach to SWOT: How to do a SWOT Analysis the Right Way, Featuring an Amazon Example


Forget the four quadrants: a standard SWOT chart is for amateurs and seldom yields strategic insights that get acted upon. We’ll cover the key issues that make a standard SWOT ineffective, and show you a new story format technique that addresses these limitations.


Download the slides to this article here >>


Make sure to check out the video walkthrough of this new SWOT approach at the end of this article too.



First, Why Is The Standard SWOT Ineffective?

Slide Showing SWOT Analysis Limitations
What are the limitations of SWOT Analysis?

Standard SWOT analyses end up being internally focused, hold minimal insights/data due to significant space constraints, and often get done in a bubble without cross functional input.


They also end up being a glitzy parade of how strong your company is, with middle managers being timid of listing the true weaknesses of the business. Often, you'll find a lack of external opportunities, because this requires deeper analysis.


Here’s the SWOT in story format