PurposeProposes a radical alternative to SWOT analysis. Without rejecting the value of that venerable framework, it re‐focuses it in such a way as to enhance intelligence gathering and improve strategic marketing planning in practice.Design/methodology/approachAfter a thorough review of the relevant literature and a balanced critique of the SWOT framework, a composite “telescopic observations strategic framework” is built step‐by‐step by integrating available conceptual frameworks and models in new relationships.FindingsThe new framework is described, explained, and illustrated by a hypothetical application. It is noted that it has been applied in real‐world practice since its initial formulation in 1999 and throughout its subsequent continuous development.Practical implicationsThe authors believe that their framework can generate a more comprehensive output and a better focussed strategic direction than other available tools in the field, but do not claim it as a once‐only panacea. Users are enjoined to commit to a dynamic yet structured programme of continuous situational monitoring, organisational learning, and strategy reformulation, at regular intervals. Thereby, the new framework will double as a performance measurement and control instrument.Originality/valueThis paper offers an entirely original proposal for general and specific marketing strategy formulation to practising intelligence gatherers and planners and their academic advisors.