Knowledge base · Strategy & growth
SWOT analysis
A SWOT maps strengths and weaknesses next to opportunities and threats, in four quadrants.
Strengths and weaknesses are internal, opportunities and threats external. The power is not in filling it in but in the confrontation: where does your strength meet an opportunity, and your weakness a threat?
The pitfall is generalities. Customer-friendly is not a strength; responding to every enquiry within an hour is.
Use it to lead the strategy conversation, not as a final document. The conclusions count; the quadrant is only the tool.
How we do it
We use the SWOT as the starting point of strategy programmes and test every quadrant against figures and market data.
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