• A Major weakness usually means that it will seriously impact your ability to formulate and execute strategies; a minor weakness will have a negative impact on your capabilities, but it is generally less in magnitude and will not cripple you. But it is possible for a whole bunch of “minors” to have a serious negative impact.
• A Major strength is one that gives you a clear competitive advantage over your competitors or gives you a significant advantage in formulating and executing. If the factor does not give a clear competitive advantage, then it IS NOT a major. A minor factor helps, but not to the same degree. Sometimes all you have are a bunch of minor strengths; in that case you have to get the most out of them that you can.
• A Major threat poses a serious problem to your ability to compete; a minor is an annoyance, may drain off some resources, but will not cripple you. But it is possible for a whole bunch of “minors” to really annoy you.
• A Major opportunity has the potential to improve net revenue and/or your competitive posture significantly; a minor helps a little. Sometimes all you have are a bunch of minor opportunities to exploit. This is particularly true for very small businesses.
SENSE OF URGENCY (PRIORITY)
Rule of thumb:
• Low weights = 4-7% — .04 to .07
• Medium weights = 8-11% — .08 to .11
• High weights = 12-15% — .12 to .15
You want to make sure you understand the priorities the organization needs to make to continue to make progress in fulfilling its mission and realizing its vision.