Hilton London Paddington Breakfast 27 March 2018

The Problem For SWOTS

The problem with a SWOT analysis – everybody knows about SWOT – is that very few people know the context in which to use it.

I attended a strategy day hosted by a public sector organisation in Cornwall.

It is quite common to allocate a day to strategy development.  Over the years, you may have been to a few.

This just happens to be one to remember because there must have been forty people in the room.

Forty people spent a day analysing the past without any regard for the key factors that would make their business successful going forward.

This too is quite common.

You see, SWOT works as a tool in service to the future (or the direction of travel for your enterprise) not the journey so far.

Take your own business, for example.  Your internal strengths and weakness have an actionable value related to your direction of travel, not where you have been.

Try it, please.

My own business has many internal strengths and weaknesses, many external opportunities and threats.  However, they only have meaning when set against the power structures of my industry and a calculated value proposition in a prevailing wind.

You see, I cannot compete directly with the big management consultancy players and their resources.  We, therefore, invest in our unique capability, which - by deliberate design - creates value in a fraction of the time.

Time is money.

When five days can save you five years that is a lot of time and a lot of money.  The risk to capital employed reduces significantly and the senior team get a few more early nights, fewer meetings and a stronger cash flow.

Sound attractive?

Our bet – and strategy is a bet – is on subjective yet scientific knowhow not yet available through conventional channels.

I am sure that the market will hijack the language of subjectivity at some point.

Take neuroscience for example.  It is a bit like SWOT. Everyone knows the word, but … how to use it?

‘The Problem For SWOTS’ is the subject of the next Temple Quarter Breakfast.

Best wishes



Joseph Mevlanna Pritchard

Managing Partner

Zetetic Pioneering Strategies



+44 07887 513369

Hilton London Paddington.  Click here for Google directions.  Hilton London Paddington Breakfast runs on the 4th Tuesday of every month and starts with breakfast at 0730hrs. You will be clear by 0900hrs. You pay the hotel directly for your breakfast and there are no other charges from the organiser.