SWOT vs. TOWS

We are excited to launch a new series of mini-articles exploring both the theory and real-world practice of strategy design. In each post, we’ll highlight key concepts, tools, and approaches—drawing on trusted sources, including the Book of Knowledge developed by the International Association of Strategic Professionals (est. 1991). This organization remains the only international body offering globally recognized certifications such as Strategic Planning Professional and Strategic Management Professional.

The goal of this series is twofold:✅ To promote greater awareness of strategic planning as a rigorous and high-impact discipline✅ To clear up the many misconceptions and misinterpretations that often surround its core principles

So, here comes ARTICLE #1.❓Is SWOT Analysis Overrated? Or Just Misused?

Let’s be honest—SWOT has become one of the most overused (and misunderstood) tools in strategic planning. Too often, it's done as a 10-minute exercise on a flipchart during a retreat… with generic bullet points and little follow-up.

✅ But here’s the truth: when SWOT is done collectively, through research and dialogue, it becomes a powerful diagnostic tool that prepares the ground for something even more strategic…

👉 TOWS Analysis.

🔄 While SWOT identifies Strengths, Weaknesses, Opportunities, and Threats (“SWOT seeks to balance an internal view with an external view and to balance the good and not-so-good.” IASPBOK), TOWS flips the perspective and asks:How can we use what we know to make real strategic choices?

🔍 TOWS helps teams:

• Turn strengths into competitive strategies

• Minimize weaknesses to avoid risks

• Use opportunities to innovate

• Defend against threats with informed planning

📌 Think of TOWS as the culmination of SWOT—a bridge between insight and action.

🧠 When SWOT is based on solid stakeholder input and internal reflection, and followed by TOWS, it becomes a launchpad for truly strategic thinking.

🔑 Strategic Tip of the Week:

Don’t stop at listing SWOT points. Use TOWS to connect the dots and create actionable strategy directions.

👉 Here is a great resource where you will find a comprehensive overview of SWOT and TOWS analysis: https://piktochart.com/blog/tows/.

👇 Let’s demystify strategic planning together. Follow us for other tools, tips, and truths that turn strategy into action.

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