In brief: SWOT classifies findings as internal strengths and weaknesses and external opportunities and threats. It gains value only by connecting items with a concrete choice and evidence.
How I use SWOT in practice
First I define which decision SWOT should clarify. I write down the current state, intended customer, available alternatives and company constraints. Then I look for one change that can be made and verified. Theory is useful only when it helps choose a priority, an owner and something we consciously will not do now.
What to watch for
Beware the attempt to cover every customer and channel. SWOT should help select and reject. Without boundaries it produces generic communication anyone could use. Another mistake is changing direction after every weaker week instead of checking the original hypothesis.
Questions for a decision
- Which concrete decision should the term clarify?
- What supports our claim and what is still only a hypothesis?
- What will we do differently because of this decision?
- Who owns the change and when will we evaluate its impact?