One of the most powerful tools used in business is a swot analysis - and yet so often I see people doing this badly - which makes it a complete waste of time!

There are a number of problems with the way swots get used, sometimes around how the session is facilitated, sometimes because the fundamental points about SW and OT (internal versus external), or lack of information to support assumptions, and very often even if those are all done properly, there are failures to implement.

I attach a very short 'presentation' about this, and would very much welcome comments and questions.



kind regards
Stephanie

Attached Files

SWOT.pdf (84.6 KB, 8 views)

__________________
Dr Stephanie Morgan
Crosslight Management
www.crosslight.co.uk

Stephanie I know this is probably very basic but we have tried this in the past and always end up in arguments about what is a strength and what is an opportunity, and the distinction between weaknesses and threats.

Can anyone help?

Hi Alice,
Yes a lot of people get confused about this. Although it seems quite simple to say that strengths and weaknesses are always internal things within your control and opportunities/threats are external, sometimes it can seem things fit in either - particularly opportunities and strengths I think. Then of course there is the concern that weaknesses are also threats - but the question must be asked whether it is something internal to you that seems like a threat. Often of course there are links between the two, so you can build on a strength to develop an opportunity, reduce a weakness to minimise a threat etc. That is why we recommend the cross-section chart with strengths and weaknesses at the side and opportunities/threats at the top. Mapping actions within these is a really strong way of developing your plan.

The best thing is to give some examples - have a go at a swot and let us know which things you are confused about.

kind regards

Stephanie

__________________
Dr Stephanie Morgan
Crosslight Management
www.crosslight.co.uk