Don’t Sweat When Presenting the SWOT

Conducting a SWOT (Strengths, Weaknesses, Opportunities & Threats) Analysis is a common marketing tool in business today.  A SWOT is often done annually during the planning exercises for the next fiscal year.

The results of a SWOT analysis are often displayed in a quadrant chart format with the information jammed into each compartment in bullet form.

Getting the main points of your SWOT across to your audience (usually your boss) is critical so that you can get your share of the resources to support your project or department and you can then execute the strategic plan and be successful.  Displaying the results of your SWOT in the format shown above will not do wonders for communicating your message to your superiors.  The information is often unreadable on the screen and it is difficult to get the audience to focus on each area individually without having their eyes stray to the other sections of the analysis.

So the question becomes, “How can I effectively communicate a SWOT so that my message comes across loud and clear?”  The answer is to abolish the quadrant charts so often used for SWOT analysis explanations and use the elements in the SWOT to tell a compelling story.

Every story has a beginning, middle and end.  With your SWOT story, you have options on how you wish to have your information unfold.

The beginning of the story or Act 1, you set up all the key story elements such as the setting, main character, the conflict and the desired results.  The setting is the current state of your market segment and how your organization is positioned.  The main character is straight forward and that is your company.  The imbalance can be one of the major threats or possibly one of the weaknesses that you and your department feel needs attention.  The balance would be the corrective measures needed to mitigate the risk of the weaknesses or threats.

The middle of the story or Act 2 can provide the details and support data on each of the SWOT categories.  You can start off with the strengths as an introduction to ease into the problem.  Next you choose to elaborate on the threats or weaknesses.  Here provide the proof required to support your argument as to why you feel the weaknesses or threats are so important and urgent.  Finally finish off Act 2 with the opportunities that could be realized if corrective measures where introduced.

The conclusion or Act 3 can bring everything together with a statement to action since the SWOT is really a tool to support a persuasive presentation.

If each of the scenes in Acts 1,2 and 3 are written as a story with real sentences (no bullets) and paragraphs, your message will carry much more impact than using the traditional tools such as the SWOT Chart to get your point of view across to your boss.

When the story is written, it will then be time to choose the visuals.  Remember one idea per slide.

Presenting your SWOT analysis can be fun and interesting.  Imagine the effect you will have on your superiors when your SWOT is communicated in  a refreshingly crafted story line supported by appropriate visuals and key words?  Imagine what could happen to your career?  Dare to be different and  you will be rewarded.

Hang in there, this is going to be a journey.

M.J.

Tags: Add new tag, communication, Corporate Presentations, persuade, positive affirmations, PowerPoint, presentations, presenting, story telling, SWOT Analysis