SWOT analysis is a familiar strategic business tool used by executives to examine the internal strengths and weaknesses, and external  opportunities and threats of an organization. Once these four areas have been thoroughly addressed, the next step is to develop a strategic plan to carry the company forward in light of these realities.

In a fascinating Harvard Business Review article, Adam Brandenburger challenges the traditional SWOT analysis based on the reality that the business world is dynamic, not stable. In fact, he argues that the “upside-down” business world – where the unexpected can, and often does, happen – is the world we actually live in. Therefore, Brandenburger proposes deconstructing the existing four-factor model and reconstructing it with the addition of two more factors. Read the full article HERE

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