From Now on Swot Will Be Tosw

The most famous strategy matrix in the

world adapted to presentation planning

SWOT Analysis was developed in the 1960s at

Stanford University by Albert Humphrey. It quickly

gained in popularity and became a method used by

many companies around the globe.

SWOT is an acronym for Strengths, Weaknesses,

Opportunities and Threats. It is widely used in

strategic business planning for projects that involve

mapping possible internal and external scenarios.

The objective of the system is to provide strategic

diagnosis that can predict and prevent the intrusion

of negative factors, as well as set guidelines that can

make a business or project stand out.

Given its simplicity, SWOT analysis can be applied to

any scenario analysis, from creating a blog to running

a multinational.

So, we wondered, can the principles of the matrix be

used for the strategic planning of presentations?

And, yes, at SOAP we believe they can.

So in this e-book we explain SWOT analysis so you

can make a proper diagnosis of your presentations,

being able to identify the scenarios that will be faced

both in the internal (you, your company/idea/project)

and the external (your audience) contexts.

Good planning to you!

The areas of the SWOT matrix are divided into

internal analysis (strengths and weaknesses) and

external analysis (opportunities and threats).

The SWOT analysis involves our thinking about the

elements that can help (strengths and

weaknesses) and those that can harm

(opportunities and threats) when were trying to carry out a project or implement an idea.

For this reason, SWOT is a complete tool for

analyzing the environment in any business

scenario, and so it should be utilized in any

strategic planning process.

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Strengths Weaknesses

Opportunities Threats

Creating your SWOT matrix consists in identifying as

many items as possible for each area of the grid.

But if you want to apply this matrix to the planning

of a presentation, we suggest you invert the order.

So, doing that, we will now conduct a TOSW analysis.

Let's take a close look at each backwards step.

Soon youll know why were running in reverse.

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In the original format of the matrix, external factors

(things that are not under the control of a given

business) can be identified only after the internal

weaknesses and strengths of that business have been

established.

By this method, opportunities are identified first, and

then threats are described.

Let's start with threats.

Threats are the external situations that are not under

the control of your company/ project and that can harm

your business. In terms of management, these can be

considered things to fear.

Some examples of threats: new competitors, changes in

the pattern of consumption, piracy, changes in the law,

lack of workforce, natural disasters/wars, etc.

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But in our adapted version of the matrix,

which were calling TOSW Analysis, the presentation audience should be read as

the external environment.

You cannot control your audience, its needs,

expectations. But your task is to use it to

your advantage, to achieve your

presentation objectives.

And this means trying to persuade your

audience to "buy" something that you can

later identify as a strength: an idea, project,

product or service.

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FearsProblems

NeedsExpectations


Opportunities

So if you want to persuade your audience, you

need to identify the threats (their fears,

problems, needs and expectations) while

considering what you will present.

If you do this, you should be able to come up with

a speech that is aligned with what the audience is

feeling before they even walk in.

Remember: you shouldnt start a presentation by talking about you, by using the famous "Who we

are" line. Instead, you first need to create

empathy and establish a rational and emotional

connection between you and your audience. They

have to see a benefit in what youre trying to "sell" them. And this analytical process helps you

get to that.

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FearsProblems

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Opportunities

Now its time to identify opportunities.

These are external situations that can

occur and affect your business in a

positive way, including new trends,

laws, technologies, expanding the

range of products; i.e., anything that

can generate profits and add value is

an opportunity.

Opportunities are much like dreams in

the sense that: "Wow, if that happened

it would be amazing!" is the thinking.

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Remember: in our adapted version of the matrix, or

TOSW Analysis, external environment should be read as

your audience.

And so, after having identified the threats, its time to identify the opportunities, which should be read here as a

responsive solution to the "threats" your audience may

be experiencing.

You may notice now that by identifying threats and

opportunities you should be able to produce a speech

that is coherent with the problems / needs rationale, so

you can influence and lead an audience.

Then, in the same way you shouldnt start any presentation with the "who you are" thing, you should

also not bring "what we do" in at first. Before talking

about yourself, you need to show your audience you

understand the context they are in, and then you need to

come up with a solution proposal. Your amazing idea or

project can wait a minute!

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Solution

Threats

Okay, so now we can determine the internal

environment of your business: the strengths and

weaknesses, all the elements that can be controlled

by your company.

Strengths are the elements your company can

benefit from. Another way of looking at this is to

imagine: what are the elements under my control, so

you can then decide to go on or to stop, depending on

the situation. Strengths can refer to the things you do

when at your best, available resources, the best

features of your business vs. the competitors, what makes your customers repeat customers, how

unified your team is, the companys strategic relationships, and so forth.

Actually, there is an endless number of strengths

that can be listed regarding a business, but the

important thing is to focus on what really makes a

difference and the elements to be worked on. After

all, a SWOT analysis should be conducted not only to

cause reflection but also to create an action plan.

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In our adapted eversion of the matrix TOSW Analysis internal environment should be read as your company / you.

In the same way, your strengths can be seen to be

the ideas, projects, products and/or services that

address the previously identified solutions. And,

more than this, strengths should be read as the

distinctive things offered by you, your company

and/or your proposal.

After all, you need to answer the questions in the

minds of your audience during your presentation.

And theyre thinking, "Why should I choose you instead of your competitor?" And most

importantly: "So what do I get out of that?"

Therefore, benefit is the keyword here. Not only

should you list the distinctive aspects, but you

need to note in what ways these aspects can

improve the lives of your audience.

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IdeaProjectProductService Weaknesses


Once the threats are identified, you need to

analyze your weaknesses.

These are the internal elements that can harm

your business. Theyre under your control but cant help you accomplish your mission.

Some examples? Highly perishable product,

lack of raw materials, lack of qualified staff,

outdated technology.

An interesting thing to do here is look for

actions that will mitigate the weaknesses and

use this analysis to evaluate what can be done

to improve your business.

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Note: in our adapted version of the matrix TOSW Analysis internal environment should be read as your company or you.

And so your weaknesses should be read as

transparency. This means not only noting

your strengths in a presentation, it also

means sharing current difficulties that

could compromise some aspects of your

proposal. Even better? Discuss the actions

already being implemented to mitigate the

weaknesses.

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Strengths

Transparency


Believe it: audiences love to know about your

weaknesses and your pro-activeness in making

adjustments. Audience members tend to get

suspicious when people say theyre the best and that their proposals are flawless. So admissions of

fallibility will gain you credibility.

Obviously, the challenge here is to be brave enough

to expose your weaknesses during a presentation.

But take heart from this: results of research

commissioned by SOAP and conducted by Data

Popular Institute show that 56% of executives

interviewed disagree with the idea that signaling

problems or difficulties during a presentation can

harm a companys credibility.So be brave, drive in reverse, and get where you

need to go backwards!

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Strengths

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From Now on Swot Will Be Tosw

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Transcript of From Now on Swot Will Be Tosw