Before a campaign or positioning shift, pressure-test it honestly — where you're strong, where you're exposed, what's opening up, and what could derail it — while it's still just a plan and not a commitment.
Strengths
What you do better than the competition, or resources others don't have.
Weaknesses
Where you're behind, under-resourced, or exposed.
Opportunities
An outside shift you could take advantage of — a trend, a gap, a competitor's misstep.
Threats
An outside pressure that could hurt you — new competition, a shifting market, rising costs.
Fill in each quadrant, then export a clean one-pager.