SWOT

When a Founder tells me they’ve “already done a SWOT,” I know exactly what’s coming next. They’ll describe an inefficient internal meeting. A few strengths and opportunities tossed on the whiteboard. Some all too positive talk about weaknesses and a brief mention of competitors or regulations as threats. Maybe someone even suggested turning it into an action plan. After a few weeks and a few dozen other meetings, they’ve long forgotten the SWOT and any actions to take. Sound familiar? Here’s the truth: Most SWOTs are shallow because they’re done in isolation, without guidance, structure, or follow-through. But when done