Image: a giant pair of sunglasses sculpture in a leafy courtyard café – diners reflected in the mirrored lenses.

The ‘should’ve gone to Specsavers’ ad campaign is unarguably successful. It’s been going for over 20 years now, having debuted in 2002. Behind the humour is the simple message – if you have the opportunity to see more clearly, why wouldn’t you? I feel like this about a particular planning tool that, to me, is the strategy equivalent of a new pair of glasses.

Sadly, the name of this tool sounds a bit technical. I’ve mentioned it in meetings and seen eyes go a bit glassy – perhaps even with a hint of fear. ‘Is this a maths thing?’ This emoji springs to mind…

😬

So before I actually start naming it and describing it, let me tell you: using this tool is like getting an eye test and – after the procession of ‘This one? Or this one?’ lenses – the letters are finally in sharp focus. You can see things both close and far away. But instead of physical objects, it’s the risks and opportunities for your organisation.

It’s called the TOWS matrix. I learned about it while doing a post-grad strategy development course at the Institute of Data & Marketing (IDM). In essence, it’s just a SWOT – strengths, weaknesses, opportunities, threats. This time, though, each dimension has a conversation with a neighbour. ‘Strengths’ has a chat with ‘Threats’ to find out how existing advantages might help reduce the risk presented by existing challenges. Each letter of the SWOT goes through this pairing-up (well, that sounds a bit debauched, but you get what I mean).

And, to be honest, part of this is actually a bit scary. The ‘WT’ section – what if our weaknesses teamed up with our threats? – looks into a grim crystal ball of future disaster and asks you what you’d do.

However, and this is the thing to love about the TOWS matrix: your glasses are clear and shiny. You can finally see where you’re going. The link to find out more is from my IDM tutor Dave Chaffey’s site: TOWS analyses – generate strategic options.

As he says of the TOWS matrix, “[I] wish there was a more sensible name for it” – so think of it as a pair of planning spectacles. After all, if you have the opportunity to see more clearly, why wouldn’t you?