Dr. Mark Meckler introduces an elegant and short 5-minute video that walks our members through the process of generating strategic alternatives, which is a classic outcome of traditional SWOT Analyses. However, we go further and tell the strategist "how" to choose among those alternatives, which is the difference between traditional SWOT and our Advanced SWOT. Leveraging Dr. Richard Rumelt's expertise on how to select among strategic alternatives, we give our members the tools they need to make hard choices in an ever-changing craft beer business environment.