Big Moment Communications Framework: S.W.I.M.
as in…sink or S.W.I.M.
I ran communications at Facebook for 8+ years and worked with companies including Salesforce, Amazon, Netflix and others. In my current role as GP at Coatue, I got a ton of questions about how to communicate strategic moments or pivots, so I looked back at my past experiences and created a “big moment” announcement framework that anyone can use called S.W.I.M.
The S.W.I.M Framework (as in sink or S.W.I.M) is both broad and specific, it is for both internal and external audiences and it is both aspirational and prescriptive.
Big Moment Communications Framework: S.W.I.M.
S: Strategy — Broad Strategy or Pivot
W: Why — Why Now, Why You
I: In Action — Specific, Measurable Actions
M: Mistakes — Mistakes will Happen
Strategy: Lay out your broad strategy or pivot. It is often part of a big shift: social, political, global, technology or other. As a founder you need to be aware of the world beyond your roadmap and your company. It’s your job to put your company in the moment that matters to the world. Not asking the world to care about your company.
Extra bonus points: strategy or pivot is inspiring and creates a future people want to see in the world.
Why Now, Why You: For any big moment or big pivot — you need to answer the “Why Now” and “Why You” questions. Why is this the time for this pivot or strategy? Is it a technology, social, political or other reason? The “Why Now” is usually a larger force outside your company.
You also have to answer the “Why You” — why are you taking this road? Is this new for you or back to your roots? Why are you positioned to win in this world? People may believe that the world is changing, but you then have to convince them that you will win in this new world.
Extra bonus points: it can take years for people to believe you are going to win. Be prepared to work on the “Why You” question for years.
In Action: In Action is where the rubber meets the road. This is key. This takes a broad strategy and makes it actionable, measurable and concrete. These “In Actions” serve both an internal and external role. 1) Internally: This is the roadmap the company will follow. It’s often focused on teams or practice areas. It provides a concrete roadmap for internal action. It signals it’s time to stop internally debating and start executing. 2) Externally: It gives the outside world a measure to judge the companies’ success. It breaks down the big, amorphous strategy into bit size nuggets of action and measurement. It makes it feel (and be) real.
Extra bonus points: short term and long term “In Actions.” The short term “In Actions” give the plan momentum and a feeling of instant accomplishments. In Action is just as important internally as it is externally.
Mistakes: Mistakes will be made. No strategy is perfect. No pivot is flawless. No set of actions are executed precisely. It’s important to remind people of that. As you make the changes internally and externally, you need to give yourself room for mistakes. The M in S.W.I.M. gives you something to point back to when mistakes do happen (which they will). But the S.W.I. in S.W.I.M. gives you the permission to go full throttle in this new direction and a roadmap to go for it.
Extra bonus points: if you don’t overuse the M. 🙂
I’m hopeful the S.W.I.M framework will be useful to you as you plan 2025 strategy or pivot. It is just as important an internal framework for action as it is an external framework for communication.
Please reach out to me with ideas and questions @caryn650 or cmarooney@coatue.com
Note: Caryn Marooney is a General Partner at Coatue. The information contained here should not be considered investment advice from Coatue and Coatue may or may not hold positions in the in the companies referenced in this article.
Note- edited 1.13.25 7:50pm to reflect general messaging framework and not any specific announcement.
