Contract - December 2015 - 22

and threats is primarily an external view of
competitors, as well as of changes in the landscape
(think technology) that are either exploitable or may
create potential obstacles to success.

Implementing a SWOT Analysis
for Savvy Decision-Making
by Evelyn M. Lee, AIA

Evelyn M. Lee, AIA, writes
a regular column for Contract
on business practices in design
and professional development.
Lee is a senior strategist at
MKThink, the ideas company
for the built environment
based in San Francisco,
and holds graduate degrees
in architecture, public
administration, and business
administration. Lee has served
on the AIA national board
of directors and, in 2014,
she received the AIA Young
Architects Award. Her website
is evelynlee.com.

22

Using SWOT for organizational success
In my experience at MKThink, we have used a SWOT
analysis to redefine our company's overall mission
and vision and to reposition the service offerings
for our strategy studio. It is a great way to involve
our firm and strategy studio in the process. For us,
the exercise has given each person the opportunity
to have a voice regarding the future of the firm
and has also helped us identify the different types
of services we should consider offering based on
the strategy team's existing skill sets and interests.
For client engagements, we sometimes use
SWOT for overall strategy definition, but we most
often use it as a quick icebreaker at the start of
stakeholder engagements. Implemented as an initial
exercise, it can help to gather and better understand
individuals' perspectives and values.

Earlier this year, I led a half-day exercise with more
than 50 national elected leaders of the American
Using SWOT for project and team success
Institute of Architects (AIA) at one of the AIA
The use of a SWOT matrix does not have to happen
Strategic Council assemblies. The starting point for
the day was a strengths, weaknesses, opportunities, purely at a broader organizational level. It can
become a quick tool used internally on a regular
and threats (SWOT) analysis, a strategic-planning
basis. For business development, SWOT can be
tool that I have used often for internal planning
utilized as a standard framework to decide whether
at MKThink, organizational planning with clients,
or not a project is worth pursuing or if there is a new
and even to assist in personal decision-making.
sector worth exploring. In marketing, the tool can
I was surprised to find that not a single member
be used to analyze firm competitors.
of the AIA Strategic Council had ever undertaken
a SWOT analysis. Here, I offer a quick overview
Using SWOT for personal success
of SWOT and the variety of ways that you and your
In an economy in which specialization is becoming
firm can put it to practice.
more significant and individuals are looking to
A SWOT analysis, or matrix as it is sometimes
distinguish themselves as knowledge leaders, a
called, is a method that evaluates the strengths,
personal SWOT analysis can identify areas in which
weaknesses, opportunities, or threats related to an
organization's overall strategy, an individual project, one can differentiate oneself from peers. SWOT can
also help create an individual road map to determine
or a product decision-making procedure. To use a
SWOT, one must first decide what is being evaluated. the areas that one should consider pursuing given a
certain skill set and, therefore, identify personal
Then draw a grid of two squares across and two
paths for professional development.
down. The top two squares are for strengths and
Those who are interested in learning more
weaknesses, and the bottom are for opportunities
about SWOT should visit MindTools.com. And
and threats. Within each square, write single words
for those who are familiar with SWOT, I encourage
or short phrases related to each SWOT category.
you to implement it at a variety of scales. c
Depending on the application, SWOT can be
utilized as a quick charette, as a generative
exercise, or be developed more thoroughly to
form the basis of a broader strategic exercise.
SWOT quickly identifies both internal and
external factors that are either favorable or
unfavorable to the decision-making process,
uncovering potential positive and negative factors
to aid in analysis. Strengths and weaknesses
are often viewed from an internal perspective,
shining a light specifically on what makes
organizations or specific opportunities unique.
On the other hand, the analysis of opportunities
contractdesign.com 	

OCTOBER 2015
DECEMBER
2015

PHOTOGRAPHY: CARL BOWER

COLUMNIST


http://www.evelynlee.com http://www.MindTools.com http://www.contractdesign.com

Contract - December 2015

Table of Contents for the Digital Edition of Contract - December 2015

Contract - December 2015
Contents
Editorial
Industry News
Columnist: Implementing a SWOT Analysis for Savvy Decision-Making
Editors’ Picks From Cersaie in Bologna, Italy
Product Focus: Stretched to the Limit
Product Highlights From 2015
Primark
IIDA Best of Asia Pacific Design Awards 2015
Brand Report 2015
Designers Select: Outdoor Products
Ad Index
Event: Contract Design Forum in Savannah Focused on Wellness
Contract - December 2015 - Intro
Contract - December 2015 - Contract - December 2015
Contract - December 2015 - Cover2
Contract - December 2015 - 1
Contract - December 2015 - 2
Contract - December 2015 - 3
Contract - December 2015 - Contents
Contract - December 2015 - 5
Contract - December 2015 - 6
Contract - December 2015 - 7
Contract - December 2015 - 8
Contract - December 2015 - 9
Contract - December 2015 - 10
Contract - December 2015 - 11
Contract - December 2015 - 12
Contract - December 2015 - 13
Contract - December 2015 - 14
Contract - December 2015 - 15
Contract - December 2015 - Editorial
Contract - December 2015 - 17
Contract - December 2015 - Industry News
Contract - December 2015 - 19
Contract - December 2015 - 20
Contract - December 2015 - 21
Contract - December 2015 - Columnist: Implementing a SWOT Analysis for Savvy Decision-Making
Contract - December 2015 - 23
Contract - December 2015 - Editors’ Picks From Cersaie in Bologna, Italy
Contract - December 2015 - 25
Contract - December 2015 - 26
Contract - December 2015 - 27
Contract - December 2015 - Product Focus: Stretched to the Limit
Contract - December 2015 - 29
Contract - December 2015 - Product Highlights From 2015
Contract - December 2015 - 31
Contract - December 2015 - 32
Contract - December 2015 - 33
Contract - December 2015 - 34
Contract - December 2015 - 35
Contract - December 2015 - 36
Contract - December 2015 - 37
Contract - December 2015 - 38
Contract - December 2015 - 39
Contract - December 2015 - 40
Contract - December 2015 - 41
Contract - December 2015 - 42
Contract - December 2015 - 43
Contract - December 2015 - Primark
Contract - December 2015 - 45
Contract - December 2015 - 46
Contract - December 2015 - 47
Contract - December 2015 - IIDA Best of Asia Pacific Design Awards 2015
Contract - December 2015 - 49
Contract - December 2015 - 50
Contract - December 2015 - 51
Contract - December 2015 - 52
Contract - December 2015 - 53
Contract - December 2015 - 54
Contract - December 2015 - 55
Contract - December 2015 - 56
Contract - December 2015 - 57
Contract - December 2015 - 58
Contract - December 2015 - 59
Contract - December 2015 - 60
Contract - December 2015 - 61
Contract - December 2015 - 62
Contract - December 2015 - 63
Contract - December 2015 - 64
Contract - December 2015 - 65
Contract - December 2015 - 66
Contract - December 2015 - 67
Contract - December 2015 - 68
Contract - December 2015 - 69
Contract - December 2015 - 70
Contract - December 2015 - 71
Contract - December 2015 - 72
Contract - December 2015 - 73
Contract - December 2015 - 74
Contract - December 2015 - 75
Contract - December 2015 - Brand Report 2015
Contract - December 2015 - 77
Contract - December 2015 - 78
Contract - December 2015 - 79
Contract - December 2015 - 80
Contract - December 2015 - 81
Contract - December 2015 - 82
Contract - December 2015 - 83
Contract - December 2015 - 84
Contract - December 2015 - 85
Contract - December 2015 - 86
Contract - December 2015 - 87
Contract - December 2015 - 88
Contract - December 2015 - 89
Contract - December 2015 - 90
Contract - December 2015 - 91
Contract - December 2015 - 92
Contract - December 2015 - 93
Contract - December 2015 - 94
Contract - December 2015 - 95
Contract - December 2015 - 96
Contract - December 2015 - 97
Contract - December 2015 - 98
Contract - December 2015 - 99
Contract - December 2015 - 100
Contract - December 2015 - 101
Contract - December 2015 - 102
Contract - December 2015 - 103
Contract - December 2015 - 104
Contract - December 2015 - 105
Contract - December 2015 - 106
Contract - December 2015 - 107
Contract - December 2015 - Designers Select: Outdoor Products
Contract - December 2015 - 109
Contract - December 2015 - Ad Index
Contract - December 2015 - 111
Contract - December 2015 - Event: Contract Design Forum in Savannah Focused on Wellness
Contract - December 2015 - Cover3
Contract - December 2015 - Cover4
https://www.nxtbook.com/nxtbooks/contract/202007
https://www.nxtbook.com/nxtbooks/contract/202006
https://www.nxtbook.com/nxtbooks/contract/20200405
https://www.nxtbook.com/nxtbooks/contract/20200203
https://www.nxtbook.com/nxtbooks/contract/202001
https://www.nxtbook.com/nxtbooks/contract/201912
https://www.nxtbook.com/nxtbooks/contract/201911
https://www.nxtbook.com/nxtbooks/contract/201910
https://www.nxtbook.com/nxtbooks/contract/womeninbusiness_2019
https://www.nxtbook.com/nxtbooks/contract/201909
https://www.nxtbook.com/nxtbooks/contract/201908
https://www.nxtbook.com/nxtbooks/contract/20190607
https://www.nxtbook.com/nxtbooks/contract/onpp-foresight_2019
https://www.nxtbook.com/nxtbooks/contract/201905
https://www.nxtbook.com/nxtbooks/contract/201904
https://www.nxtbook.com/nxtbooks/contract/201903
https://www.nxtbook.com/nxtbooks/contract/20190102
https://www.nxtbook.com/nxtbooks/contract/201812
https://www.nxtbook.com/nxtbooks/contract/womeninbusiness_2018
https://www.nxtbook.com/nxtbooks/contract/201811
https://www.nxtbook.com/nxtbooks/contract/201810
https://www.nxtbook.com/nxtbooks/contract/201809
https://www.nxtbook.com/nxtbooks/contract/20180708
https://www.nxtbook.com/nxtbooks/contract/201806
https://www.nxtbook.com/nxtbooks/contract/201805
https://www.nxtbook.com/nxtbooks/contract/201804
https://www.nxtbook.com/nxtbooks/contract/201803
https://www.nxtbook.com/nxtbooks/contract/20180102
https://www.nxtbook.com/nxtbooks/contract/201712
https://www.nxtbook.com/nxtbooks/contract/201711
https://www.nxtbook.com/nxtbooks/contract/201710
https://www.nxtbook.com/nxtbooks/contract/201709
https://www.nxtbook.com/nxtbooks/contract/2017neocon
https://www.nxtbook.com/nxtbooks/contract/20170708
https://www.nxtbook.com/nxtbooks/contract/201706
https://www.nxtbook.com/nxtbooks/contract/201705
https://www.nxtbook.com/nxtbooks/contract/201704
https://www.nxtbook.com/nxtbooks/contract/201703
https://www.nxtbook.com/nxtbooks/contract/20170102
https://www.nxtbook.com/nxtbooks/contract/201612
https://www.nxtbook.com/nxtbooks/contract/201611
https://www.nxtbook.com/nxtbooks/contract/201610
https://www.nxtbook.com/nxtbooks/contract/201609
https://www.nxtbook.com/nxtbooks/contract/2016neocon
https://www.nxtbook.com/nxtbooks/contract/201607
https://www.nxtbook.com/nxtbooks/contract/201606
https://www.nxtbook.com/nxtbooks/contract/201605
https://www.nxtbook.com/nxtbooks/contract/201604
https://www.nxtbook.com/nxtbooks/contract/201603
https://www.nxtbook.com/nxtbooks/contract/20160102
https://www.nxtbook.com/nxtbooks/contract/201512
https://www.nxtbook.com/nxtbooks/contract/201511
https://www.nxtbook.com/nxtbooks/contract/201510
https://www.nxtbook.com/nxtbooks/contract/201509
https://www.nxtbook.com/nxtbooks/contract/20150708
https://www.nxtbook.com/nxtbooks/contract/2015neocon
https://www.nxtbook.com/nxtbooks/contract/201506
https://www.nxtbook.com/nxtbooks/contract/201505
https://www.nxtbook.com/nxtbooks/contract/201504
https://www.nxtbook.com/nxtbooks/contract/201503
https://www.nxtbook.com/nxtbooks/contract/201501
https://www.nxtbook.com/nxtbooks/contract/201412
https://www.nxtbook.com/nxtbooks/contract/201411
https://www.nxtbook.com/nxtbooks/contract/201410
https://www.nxtbook.com/nxtbooks/contract/201409
https://www.nxtbook.com/nxtbooks/contract/2014neocon
https://www.nxtbook.com/nxtbooks/contract/20140708
https://www.nxtbook.com/nxtbooks/contract/201406
https://www.nxtbook.com/nxtbooks/contract/201405
https://www.nxtbook.com/nxtbooks/contract/201404
https://www.nxtbook.com/nxtbooks/contract/201403
https://www.nxtbook.com/nxtbooks/contract/iida_red2014
https://www.nxtbook.com/nxtbooks/contract/201401
https://www.nxtbook.com/nxtbooks/nielsen/contract_201312
https://www.nxtbook.com/nxtbooks/nielsen/contract_201311
https://www.nxtbook.com/nxtbooks/nielsen/contract_201310
https://www.nxtbook.com/nxtbooks/nielsen/contract_201310_v2
https://www.nxtbook.com/nxtbooks/nielsen/contract_201309
https://www.nxtbook.com/nxtbooks/nielsen/contract_20130708
https://www.nxtbook.com/nxtbooks/nielsen/contract_20130708_neocon_supplement
https://www.nxtbook.com/nxtbooks/nielsen/contract_201306
https://www.nxtbook.com/nxtbooks/nielsen/contract_201305
https://www.nxtbook.com/nxtbooks/nielsen/contract_201304
https://www.nxtbook.com/nxtbooks/nielsen/contract_201303
https://www.nxtbook.com/nxtbooks/nielsen/contract_20130102
https://www.nxtbook.com/nxtbooks/nielsen/contract_201212
https://www.nxtbook.com/nxtbooks/nielsen/contract_201211
https://www.nxtbook.com/nxtbooks/nielsen/contract_201210
https://www.nxtbook.com/nxtbooks/nielsen/contract_201209
https://www.nxtbook.com/nxtbooks/nielsen/contract_ncw_201208
https://www.nxtbook.com/nxtbooks/nielsen/contract_201208
https://www.nxtbook.com/nxtbooks/nielsen/contract_201206
https://www.nxtbook.com/nxtbooks/nielsen/contract_201205
https://www.nxtbook.com/nxtbooks/nielsen/contract_201204
https://www.nxtbook.com/nxtbooks/nielsen/contract_201203
https://www.nxtbook.com/nxtbooks/nielsen/contract_20120102
https://www.nxtbook.com/nxtbooks/nielsen/contract_20111112
https://www.nxtbook.com/nxtbooks/nielsen/contract_201110
https://www.nxtbook.com/nxtbooks/nielsen/contract_201109
https://www.nxtbook.com/nxtbooks/nielsen/contract_2011neoconwinners
https://www.nxtbook.com/nxtbooks/nielsen/contract_201108
https://www.nxtbook.com/nxtbooks/nielsen/contract_201106
https://www.nxtbook.com/nxtbooks/nielsen/contract_201105
https://www.nxtbook.com/nxtbooks/nielsen/contract_201104
https://www.nxtbook.com/nxtbooks/nielsen/contract_201103
https://www.nxtbook.com/nxtbooks/nielsen/contract_20110102
https://www.nxtbook.com/nxtbooks/nielsen/contract_20101112
https://www.nxtbook.com/nxtbooks/nielsen/contract_201010
https://www.nxtbook.com/nxtbooks/nielsen/contract_201009
https://www.nxtbook.com/nxtbooks/nielsen/contract_20100708
https://www.nxtbook.com/nxtbooks/nielsen/contract_201006
https://www.nxtbook.com/nxtbooks/nielsen/contract_201005
https://www.nxtbook.com/nxtbooks/nielsen/contract_201004
https://www.nxtbook.com/nxtbooks/nielsen/contract_201003
https://www.nxtbook.com/nxtbooks/nielsen/contract_20100102
https://www.nxtbook.com/nxtbooks/nielsen/contract_200911
https://www.nxtbook.com/nxtbooks/nielsen/contract_200909
https://www.nxtbook.com/nxtbooks/nielsen/contract_200910
https://www.nxtbook.com/nxtbooks/nielsen/contract_200908
https://www.nxtbook.com/nxtbooks/nielsen/contract_200907
https://www.nxtbook.com/nxtbooks/nielsen/contract_200906
https://www.nxtbook.com/nxtbooks/nielsen/contract_200905
https://www.nxtbook.com/nxtbooks/nielsen/contract_200904
https://www.nxtbook.com/nxtbooks/nielsen/contract_200903
https://www.nxtbook.com/nxtbooks/nielsen/contract_200902
https://www.nxtbook.com/nxtbooks/nielsen/contract_200901
https://www.nxtbookmedia.com