7 Keys to Marketing Genius: What and Why
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
Completing the SWOT analysis provides an organization with an assessment of the potential for success. It is best to do all of this on paper before investing time or money. Smart new companies today have everything planned on paper before a single brick is laid. The SWOT analysis illuminates the competitive advantage of the organization, which provides a basis for all marketing activities. Once you have discovered your advantage or the “what,” you must now determine your purpose or the “why” of the organization by defining your purpose.