Framework library
SWOT and TOWS
How to use it
Separate internal strengths and weaknesses from external opportunities and threats. Pair them into actions, such as using a strength to pursue an opportunity, then rank the actions by evidence and reversibility.
Worked example
Pair the snack maker’s retailer relationships with an underserved Indore segment and test the combination with repeat orders.
Common pitfall
A list of observations is only a diagnosis. Turn each important pairing into a choice or test.
- Frame the questionWhat is the decision, who owns it and what is the strongest explanation for the current problem?
- What to deliverWrite one diagnosis, two feasible choices and a piece of evidence that would change the choice.