of Work

Visualizing Complexity – The Surprising Truth Behind SWOT Analysis: It’s Not What You Think!

Uncovering the forgotten history of SWOT analysis to reveal its original purpose and address modern misuse.


About the Organization

Organization: Richard Puyt, working for the University of Twente in the Netherlands, started out researching the origins of SWOT analysis.

The Challenge
Crafting a comprehensive, engaging narrative from complex research data that challenges current understanding of a widely-used business tool.
The Methodology

Through in-depth interview and visual storytelling techniques, I synthesized information into a visual overview that captured the timeline, sources, original intent, and modern misuse of SWOT analysis.

The Outcome

A powerful, attention-grabbing poster that serves as a visual reference for the research, sparking conversations and providing a unique perspective on SWOT’s evolution. The researcher is thrilled with the result and has displayed the poster prominently in his office.


“The poster is still valid to this day. It has withstood the test of time. It is still very accurate. Everything is still in the right place and order. “
Richard Puyt


Body of Work

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