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Use Creativity when Generating a SWOT

Guest post by: Robert Whipple

Article Overview: A part of the Strategic Process is a SWOT analysis ( It stands for Strengths, Weaknesses, Opportunities, and Threats). Many groups do a perfunctory job of this analysis, and this is a big mistake. This article shines a light on some best practices in doing a SWOT.

Use Creativity when Generating a SWOT

The SWOT analysis is a rather dry and boring part of the strategic process for most managers. They give the exercise lip service, and that ends up lowering the validity of the exercise. How can they do a better job? Let's look at some ideas.

1. Make it a No Spin Zone - Rather than spouting out top-of-the-mind items and nice things to say on a shopping list. Get people to agree up front to speak the truth. Only by being candid can a SWOT have real value.

2. Recognize there are two distinct parts - The SW part of SWOT is like looking through a microscope at the organization itself. The OT part of SWOT is like looking through a telescope at the outside world. Make sure people are thinking in these terms when doing the brainstorming.

3. Do not settle for the obvious - In listing any part of the SWOT, it is tempting to just put down what we already know. That limits the creativity. Instead, brainstorm the dozen or so obvious things, then bear down and triple the length of the list (at least). By really stretching for more items, you will generate some far out and very useful input that can enrich the SWOT.

4. Break into groups - rather than having the entire team do the full SWOT brainstorm, set out four tables and have people work in small teams to generate the information. If you wish, it is possible to have the teams rotate to different tables in order to view the work of the other groups and add to it.

5. Document the SWOT clearly. Do not hide this work after it is done. Use it to create the strategy, and then use the items to track progress. A SWOT should be considered a living document with items changing all the time. Do not consider it a clay tablet for the archives.

6. Have some fun - If you really want people to get creative, couple the SWOT with some food or other fun activities so the work seems satisfying and playful rather than a boring chore that must be done.

Doing a good SWOT analysis is essential to the process of generating a solid strategy for any organization. The process can be deadly, but it does not need to be. Follow the above 6 steps, and you will create a more helpful and living document.

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Article Tags: brainstorm, organizationleadership, planning, strategic plan, Strategy, SWOT, teamwork



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