A Wren Says

You’ve started your SWOT analysis, but you are trying to figure out what to write down as your strengths. Well, that should be easy. What are your strengths? What do you see as your competitive advantage? Okay, let’s take the attention off of you and place it on a company. Let’s use Starbucks as an example.

When, new CEO Brian Nichols implemented the “Back to Starbucks” plan, he wrote this: Our stores have always been more than a place to get a drink. They’ve been a gathering space, a community center where conversations are sparked, friendships form, and everyone is greeted by a welcoming barista. A visit to Starbucks is about connection and joy, and of course great coffee.

This is a clear example of highlighting a strength and trying to build it up to be even stronger. If they had taken time to write out a SWOT analysis, I would imagine the team writing about the company’s image as a third place. That was a strong part of the culture of the organization and its image in the market. As they shifted into a drive-thru mobile order model, they started to drift away from this early driver of their success. The plan was to find ways to bolster their strength, through customer service, equipment improvement, and culture changes.

If I were to write out more of what I consider the brand’s strengths, I’d also list their seasonal, limited edition drinks that drive interest. And I would consider the ube martini, popping up at Reserve locations to be leaning into that strength. (And yes, I am trying to figure out when I will get there to try it).

The goal isn’t to just list out everything you’re doing well and be done with it. The goal is, however, to take that least to build out a strategy to continue your growth. Think about where your strengths lie and how you could strategize with those in mind.

As you think about the Starbucks example, what else do you notice? What are other strengths you see the brand leaning into? On the flipside, what are some weaknesses that you’ve noticed?