S.W.O.T has gotten very popular as a consulting tool for companies looking to examine their company and the competition.

Strengths and Weakness refers to internal items and should serve as a reflection of what makes the company great and what makes the company weak.

Opportunities and Threat focus on opportunities outside of the company and threats on the outside of the company. They are related to strategic planning and sales.

For example, if you are a local office supply company and Staples just opened a store, next store, that’s a threat. If a tall professional building opens up next door that could be an opportunity.

S.W.OT. should be the foundation for Action Items. The spring board to get individuals motivated to complete action items.

What concerns me about some of the S.W.O.T. exercises done by consultants is that they just die. They do not go to the next step and develop Action Items. You must also make sure that they are truly action items. I have seen too many Action Items that are complaints or comments. Jane is always texting and not getting her work done. That is both a complaint and a comment. No action item there. It needs to read “Check policy on texting and personal cellphone use at work.” “Have HR department Discuss policy with Jan.” “Discuss policy at staff meeting next week.”

Take out your SWOT and review it. Take out your Action Items and make sure they are really action items.

Happy S.W.O.T.ing!