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How to Use a SWOT Analysis

Looking for a way to separate your organization from the competition? The answer could be a simple yet powerful tool known as a SWOT analysis. This technique is used to identify strengths, weaknesses, opportunities, and threats, which can help in developing a strategic plan or roadmap for your business. In this article, we’ll walk you through the process of performing a SWOT analysis and provide examples along the way.

What is a SWOT Analysis?

A SWOT analysis is a technique used to identify the strengths, weaknesses, opportunities, and threats related to your business or even a specific project. This tool is quite versatile and is used by various types of organizations—from small businesses and non-profits to large enterprises. You can even use it for personal purposes.

The essence of a SWOT analysis lies in its simplicity. Despite its simplicity, it’s a powerful tool that can help you identify competitive opportunities for improvement, improve your team and business operations, and stay ahead of market trends.

How to Perform a SWOT Analysis

Performing a SWOT analysis involves a deep dive into each of these areas to identify and list down relevant factors. Here’s how to get started.


Strengths in a SWOT analysis refer to the internal elements of your organization that are performing well. They represent what you do best and what sets you apart from your competitors. Some questions you might ask when identifying your strengths include:

  • What do we do exceptionally well?
  • What unique resources can we draw upon?
  • What do others perceive as our strengths?

Example SWOT Strength:

Our customer service is exceptional. We have a high Net Promoter Score (NPS) of 90, compared to our competitors who average an NPS of 70.


Weaknesses, on the other hand, represent internal elements that are potentially hindering your organization’s performance. Identifying weaknesses can be challenging, but it’s critical as it provides a starting point for improvement. Questions to ask here include:

  • What could we improve?
  • Where do we have fewer resources than others?
  • What are others likely to see as our weaknesses?

Example SWOT weakness:

Our website visibility is poor due to a lack of marketing budget, resulting in a decrease in mobile app transactions.


Opportunities are external factors that your organization could potentially leverage for its benefit. These could come from market trends, changes in technology, policy, or social patterns, or even a new demographic. Questions to consider include:

  • What opportunities are available to us?
  • What trends could we take advantage of?
  • How can we turn our strengths into opportunities?

Example SWOT Opportunities:

We can improve our brand visibility by running ad campaigns on social media platforms like YouTube, Facebook, and Instagram.


Threats represent external factors that could potentially harm your organization. These could come from competitive activity, changes in market conditions, or even economic downturns. Some questions that might help identify threats include:

  • What obstacles do we face?
  • What are our competitors doing?
  • Could any of our weaknesses seriously threaten our business?

Example SWOT Threats:

A new e-commerce competitor is set to launch next month, which may lead to a decrease in our customer base.

After identifying and listing down the strengths, weaknesses, opportunities, and threats, you can use this information to develop strategic plans that leverage your strengths and opportunities while addressing your weaknesses and threats.

It’s important to note that a SWOT analysis is a snapshot in time—it captures the situation at a particular moment. It’s recommended to conduct a SWOT analysis periodically, especially when there are significant changes either within the organization or in the external environment.

Why Use a SWOT Analysis

A SWOT analysis is an essential tool in your strategic planning toolbox. It allows you to identify areas of improvement, uncover opportunities you might not otherwise have noticed, and even anticipate challenges before they arise. The insights from a SWOT analysis can guide your decision-making process, ensuring that your strategic plans are backed by a solid understanding of your organizational context.

Using a SWOT analysis is not restricted to business organizations alone. As an individual, you can use a SWOT analysis to evaluate your personal strengths, weaknesses, opportunities, and threats. This can be extremely useful in career planning, personal development, or even in day-to-day decision making.

Final Thoughts

SWOT analysis is an invaluable tool for strategic planning. By providing a clear and concise view of your organization’s strengths, weaknesses, opportunities, and threats, it allows you to develop strategies that are not only ambitious but also grounded in reality. So, whether you’re steering a small business, leading a project, or just setting some personal goals, don’t forget to do your SWOT!

Max Johnson

Max Johnson is currently a Vice President at a Fortunate 100 company. He has also held multiple leadership positions at two startups previously. When he is not busy working, you can find him surfing at the beach or skiing in the mountains.

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