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[05:00] – Weaknesses: What’s clunky, outdated, or losing momentum?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.

[09:00] – Real example: SaaS company with low awareness and high retention.

[10:00] – Final encouragement: Don’t skip the synthesis.

Want to work with Trey and his Team? Then go to Herald: 🔗 Herald – https://www.weareherald.co/  Want to connect with Trey for a follow up question?

Find him on LinkedIn: 🔗 https://www.linkedin.com/in/treyshen/ 

Are you ready for predictable growth in your business? Check out the COMPASS: 🔗
https://www.weareherald.co/compass 

Want to to learn Trey’s system for being a Fractional Growth Advisor and CMO? Grab the Training: 🔗
https://www.thecompassmethod.co/crashcourse 

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