Most teams treat SWOTs as box checking exercises or forget them entirely. In this episode of 10 Minute Masterclass, Trey Sheneman walks through a smarter, strategic SWOT one that helps you synthesize everything you’ve learned from your brand, your avatar, your messaging, and your funnel. If you're running a growth audit or using the COMPASS Method, this is the step you can’t afford to skip.
Key Takeaways
- Research without reflection is just noise. SWOT is where reflection creates insight.
- The Compass Method’s “S” stands for SWOT for synthesis, not a generic SWOT.
- Focus your SWOT specifically on:
- Competitive position
- Offer and funnel
- Messaging
- Team and tech stack
- Customer profile
- The four SWOT zones:
- Strengths – What’s your unfair advantage? What can competitors not easily replicate?
- Weaknesses – What’s holding you back or creating drag? Where do leads get stuck?
- Opportunities – What gaps can you exploit? Where is there growth headroom?
- Threats – What could derail your progress? Think market shifts, key person risk, or tech disruptors.
- Translate your SWOT into three priorities using the Keep, Kill, Create filter.
- Use this analysis to build your next 90-day growth plan.
Timestamped Highlights
[00:00] – Research without reflection is noise. SWOT helps clarify.
[02:00] – Recap of COMPASS framework and why SWOT comes last.
[04:00] – Strengths: Where are you winning consistently and why?
[05:00] – Weaknesses: What’s clunky, outdated, or losing momentum?
[06:00] – Opportunities: Avatar expansion, market gaps, product evolution.
[07:00] – Threats: What could derail your current growth?
[08:00] – Turn SWOT into a 90-day plan using Keep, Kill, Create.
