Prime Genesis
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Internal External
Strengths Internal to organization - things we do better
Weaknesses Internal to organization - things we do worse
Opportunities External to organization - things to capitalize on
Threats External to organization - things to worry about
Key Leverage Points
Opportunities against which we can leverage our strengths (where play to win)
Business Implications
Threats to which our weaknesses make us vulnerable (where play not to lose)
Sustainable Competitive Advantages
Key leverage points that can be sustained over extended period of time
Notes:
Internal
Strengths are internal resources and capabilities that give the organization advantages.
Weaknesses are internal gaps in resources and capabilities that make the organization vulnerable.
External
Opportunities are things happening in the world outside the organization that should make it easier for the organization to succeed. People often get this wrong, putting in ideas here around what the organization might do. Don’t do that yet. Follow the process and keep this section focused on things happening outside the organization.
Threats are things happening in the world outside the organization that make it more difficult for the organization to sustain or succeed. Remember to keep this focused on external threats.
So What?
Key leverage points are the internal strengths that can be brought to bear to take advantage of external opportunities. These are the corridors of ways to win. For example, if you have a strong beverage distribution system and the public water supply is contaminated, you could leverage your system to deliver safe bottled water to people. This is the first of the “So what?” thinking sections.
Business issues are the areas of internal weakness that are particularly vulnerable to external threats. Fixing these is a way to avoid losing. If you have only marginally acceptable safety standards in your plants and there is pending legislation to increase legal safety standards well beyond those that you currently meet, that is a potential issue. This is the second of the “So what?” thinking sections.
Finally, the sustainable competitive advantage is most likely one of the key leverage points that can be sustained in the face of business issues.
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Tool 1.2
SWOT Form
Strengths
Opportunities
Key Leverage Points
Weaknesses
Threats
Business Issues
Sustainable Competitive Advantage
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