SWOT

Introduction

One of the lessons learned as a practitioner of facilitation is the ability to witness the effectiveness of the various tools we provide during our training. Occasionally, we find that our tools can be lack the fullness that workshop participants need or only satisfy only part of the need.

As a strategy and planning consultant, Terrence developed an approach to SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats) that has significantly more rigor for decision-making, while adding very little to the work required to complete the analysis. SWOT is often termed "SWAT," although there is no related acronym for SWAT in the analytical decision-making area.

SWOT

How it is done (briefly) - Individuals and/or the group develop a list of content for the four axes of the SWOT analysis grid:

• Strengths (what is done well - by the team, company, etc.)
• Weaknesses (what is not done well)
• Opportunities (areas for advancement or progress, e.g., business growth, project success)
• Threats (areas that may hinder, disadvantage, or harm the team, company, project, etc.).

Typically, a group will develop the content for each axis separately. That said, some threats are directly opposite an opportunity, so that one threat stimulates a thought of an opportunity. There is no requirement that the content for each axis be developed entirely separate.

After creation of content for each axis, you may recognize redundancies or direct conflicts. In the case of redundancies, eliminate these and sort for distinct concepts. In the case of direct conflicts, where for example, a threat and opportunity for the same item exist at the same time, search for the context for each item as it appeared on the list. You (and your group) may find that both (the threat and opportunity) do really exist at the same time (due to differing assumptions of revailing conditions), or that the "threat" to one department is an "opportunity" for another.

Preparing The Information For Analysis

For manageability, we suggest paring your lists to eight to twelve items per axis. It is important to verify with the group the meaning of each item as listed. Supplement each word or phrase with notations to assure that the meaning is retained. You may want to assign a number to each item (in each axis).

One of the useful steps in the use of the SWOT analysis tool is the creation of a grid that you will use to compare the items in each of the SWOT axes.

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