Here’s how to actually use SWOT in your work.
S.W.O.T. stands for Strength, Weaknesses, Opportunities, and Threats. It’s simple.
Strengths and weaknesses are internal to the company.
Opportunities and threats are things that are changing outside the company that could benefit or hurt the company.
I use SWOTs with a marketing and advertising bias. Some business minds would use them with more of a focus on the business model, logistics, and so on.
As with all these exercises, if you treat these frameworks as forms to mindlessly fill in and if you don’t push for loaded language, it won’t be useful.