diverge · Strategy · 60–120 min · 5-20 people · medium energy

SWOT Analysis

SWOT Analysis helps teams evaluate their current position relative to a desired goal by identifying internal strengths and weaknesses, as well as external opportunities and threats. This structured approach fosters a shared understanding of the landscape and informs strategic decision-making.

When to use SWOT Analysis

Use this method when you need to assess an organization or team's likelihood of success in achieving a specific objective, especially when facing uncertainty or complex challenges.

What it solves

Lack of shared understanding of internal capabilities and external factors impacting a project or organization; difficulty prioritizing strategic initiatives.

How to run SWOT Analysis, step by step

  1. Before the session, define and visualize the 'Desired End State' on a flip chart. (5 min)
  2. Create a four-quadrant grid labeled 'Strengths,' 'Weaknesses,' 'Opportunities,' and 'Threats' using flip chart paper or a whiteboard. (5 min)
  3. Individually, have participants brainstorm and write down strengths related to the desired end state on sticky notes (one idea per note). (10 min)
  4. Repeat the brainstorming process for weaknesses, opportunities, and threats, allocating 10 minutes for each quadrant.
  5. Gather all sticky notes and place them in their respective quadrants on a visible surface.
  6. As a group, sort the sticky notes within each quadrant into clusters based on affinity. (20 min)
  7. For each cluster, create a broad category that summarizes the ideas. Write these categories in the appropriate quadrant. (20 min)
  8. Have participants dot vote on the most relevant categories in each quadrant (2-3 votes per quadrant). (10 min)
  9. Summarize the findings and discuss the implications for achieving the desired end state. (20 min)

Materials needed

  • Flip chart paper or whiteboard
  • Markers
  • Sticky notes
  • Dot stickers or markers for voting

Facilitator tips

  • Encourage honest and open contributions by framing weaknesses as areas for improvement and threats as catalysts for performance enhancement.
  • If the group is small (5 or fewer), consider skipping the sticky note clustering and directly capture responses as they are verbalized.

Common pitfalls

  • Participants may be hesitant to identify weaknesses due to sensitivity or blind spots. Emphasize that identifying weaknesses is crucial for growth.
  • The analysis can become superficial if participants don't delve deeply into the underlying causes of strengths, weaknesses, opportunities, and threats. Encourage probing questions.

Variations

  • Use a pre-defined list of categories to guide the brainstorming process.
  • After the SWOT analysis, conduct a TOWS matrix to develop strategic options by matching strengths to opportunities, strengths to threats, weaknesses to opportunities, and weaknesses to threats.

Running it online or hybrid

Use a digital whiteboard like Miro or Mural to create the quadrants and allow participants to add virtual sticky notes.

What it produces

A four-quadrant diagram with categorized sticky notes representing Strengths, Weaknesses, Opportunities, and Threats, along with prioritized categories in each quadrant.

Origin

Inspired by Albert Humphrey's traditional SWOT Analysis — source

Build a session around SWOT Analysis

METODIC places SWOT Analysis inside a complete, timed session plan — agenda, worksheets, facilitator guide and slides — matched to your group and goal.

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