SWOT That Actually Works

TheFitProfessional1
Aug 22
4 min read

By Paul Ayres

Edited by Nova Salvador

I recently unpacked this topic in an episode of the Margin Max Minute Ep. 63, and it’s worth sharing again here, because most professionals are using SWOT analysis in a way that barely scratches the surface.

Everyone knows the framework: Strengths, Weaknesses, Opportunities, and Threats. It’s standard in strategy meetings. But too often, it becomes a quick checklist exercise, something we “get through” rather than dig into. And that’s why it rarely sparks real insight or action.

Done right, SWOT can be a powerful tool to shape planning and drive results. But you have to go beyond the basics.

Add a Third Axis

One technique I’ve used for years is adding a third axis to SWOT. Think of it as a diagonal line cutting through the matrix, an extra dimension that gives your analysis more depth.

For instance, let’s say the third axis is time. You’re no longer just analyzing what’s true today; you’re observing how your strengths and weaknesses have shifted. What’s growing? What’s becoming a liability?

Another example: the third axis could be focus, like a specific team, region, or function. That lets you zero in on micro-patterns or gaps that won’t show up in the corporate summary.

This Isn’t Just for Strategy Teams

Even if you’re not in a formal planning role, this approach can serve you well

You can apply SWOT in your personal life: career, relationships, projects, or parenting. It may feel strange at first, but stepping back to analyze where you are, and what’s working or not can bring clarity and focus.

For example: Want to be a better parent? Try a quick SWOT:

Strengths: What are you doing well?
Weaknesses: Where do you feel short-tempered or distracted?
Opportunities: Is there a habit or routine you could adopt?
Threats: What external pressures are making it harder?

This same mindset can be applied to any area where you want to GROW.

The SWOT Sandwich: A Layered Approach

Let’s take this deeper into your organization. I call this layered model the SWOT Sandwich.

Here’s how it works:

Have different departments: sales, operations, customer support, logistics, each complete their own SWOT analysis.
Encourage them to bring their real-world experience and observations.
Have the planning team (or a designated leader) compile, summarize, and analyze the inputs.

This gives you a multi-perspective view of your organization. Your orders team, for example, likely has unique insight into vendor issues, supply chain delays, or customer pain points that leadership doesn’t see day-to-day.

If you’re part of a smaller company, the president or owner can lead this. In larger companies, this is a great opportunity for the strategy or planning department to connect the dots across regions and teams.

Make It Practical

Here are a few best practices I’ve seen work well:

Follow your org chart. Use departments, teams, or locations as your layers.
Capture every layer. Don’t let insights get stuck at the department level and bring them up. All SWOT layers should be collected and documented at the corporate level.
Synthesize, don’t stack. Your goal isn’t to compile dozens of SWOTs, it’s to extract meaning from them. In particular, what issue in all quadrants of SWOT are recurring in multiple layers?
Apply what you find. Use the results to shape upcoming decisions, initiatives, and strategic bets.

This approach isn’t theoretical. It’s a working model I’ve used for the better part of four decades and used by some of the most durable, resilient companies I’ve worked with. They don’t rely on guesswork. They rely on honest reflection from every level of their team, and it sharpens their execution cycle after cycle.

Practice Makes Profit

Doing SWOT well takes practice. But each time you do it, you improve your ability to make decisions that actually move the needle.

Over time, you’ll see what works. You’ll start to notice repeat patterns, gain sharper focus, and choose better actions. This is how organizations (and individuals) build long-term durability and strategic clarity.

Conclusion:

Make SWOT Work for You

SWOT isn’t just a checkbox; it’s a lens for sharper thinking. When done right, it moves from theory to action, from surface-level to strategic. Whether you’re leading a team, planning a project, or reflecting on your own growth, a layered, thoughtful SWOT process helps you cut through the noise and focus on what truly matters.

So the next time you pull out the matrix, don’t stop at four boxes. Add depth. Add context. Add perspective. That’s where the real insight lives. Put in the hard work, you won’t be sorry.

And if you need help building a layered SWOT approach that works for your team, I’d love to help. - https://www.thefitprofessional1.com/contact

Want support for your next planning session or a diagnostic of your current SWOT process? Visit THEFITPROFESSIONAL1.COM to explore consulting options, team tools, or drop me a message. Let’s turn your strategy from good intentions into real-world wins.

Until next time, get at it, and all the best!