Moving past SWOT’s introspection

During recent decades we’ve witnessed many market-leading firms fall behind startups because of their inability to see the future, and to adapt to meet it; it’s what Harvard Business School professor Clayton Christenson calls the ‘innovator’s dilemma’.

So why do leaders miss seeing sweeping global trends that are about to broadside them? I put a big part of the blame on the standard SWOT analysis used in strategic planning – the age-old tool used to identify an organisation’s strengths, weaknesses, opportunities and threats.   


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Share Price

Closing price for the last 90 trading days
Source: Morningstar

BN30 Index

Index = 100 as of 4 Jan 2016
Source: Morningstar

Total Shareholder Return as at 30/09/16

1 year TSR5 year TSR
105thFortescue Metals Group182%5%
453rdIluka Resources4%-10%
462ndWoodside Petroleum3%3%
729thAtlas Iron-64%-67%
774 WA (and selected non WA) listed companies ranked by 1 year TSR relative to other companies with similar revenue
Source: Morningstar

Share Transactions

$0 Other
$0 Other
$0 Issued
Total value as at the date of the transaction
Source: Morningstar


1st-Fortescue Metals Group$9,806.1m
3rd-Woodside Petroleum$6,935.4m
4th↑Iluka Resources$884.1m
5th↑Atlas Iron$803.7m
519 listed resources companies ranked by revenue.
Source: Morningstar

Remuneration from Fortescue Metals Group

3rdNev Power$5.992m
12thStephen Pearce$2.551m
26thNick Cernotta$1.566m
Ranked by total remuneration from all listed WA companies

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