Reflect and Project Using the SWOT Analysis Tool

Our team thrives on supporting organizations through individual and group reflection. One tool we love that drives current and future planning is the SWOT analysis process. This involves a group self-assessing their work’s strengths (S), weaknesses (W), opportunities (O), and threats (T), thus helping the team evaluate its overall progress towards a goal. It begins with an internal assessment of the group’s current reality, then uses that information to consider what could go well and what barriers might get in the way.

Teams can SWOT a variety of things — from team culture to goal progress to collaboration to a strategy for upcoming work. Below are a few things that our team at KJCG has learned about making the SWOT process most impactful.

Why SWOT?

• The process taps into different working styles. It honors linear thinkers who can make quick lists of information, while also valuing input from bigger picture folks who lean into the abstract more easily.
• During a SWOT analysis, there is no right thing to share. Some feedback may be quantitative (i.e. a benchmark met) while other feedback is more relational; some points may be concrete, referencing specific instances, while others are abstract, focused on a feeling. All input is valid!

What to SWOT?

• A SWOT can be paired with a larger strategic planning process, or can work on its own to assess a project or period of activity. This might look like a team of teachers seeking to increase student test scores, a nonprofit seeking to grow its impact in a community, or a school seeking to reduce behavior incidents. The topic should be broad enough that everyone in the room can actively participate in the SWOT.

When to SWOT?

• Keep in mind is that the SWOT should be done before key decisions are made by the group leader(s). When done proactively, the SWOT has real impact and can be an inclusive tool. Team members who contributed should be able to see components of their SWOT feedback live out in strategic plans after the fact. This builds a more solid vision for the future and a strong foundation of investment for that work.

Where to SWOT?

• SWOTs can happen virtually or in person. However, we always recommend that a group creates a common visual artifact during the process. The group needs to see and hear each other’s contributions. Virtually this can happen on a program like Jamboard, Miro, or Padlet. In person, participants write their thoughts on post-its/ whiteboard/ chart paper, OR a recorder can take notes from the group discussion.

How to SWOT?

• SWOT dialogue can stir up some emotions in folks, so consider how you can prepare your team to name a few areas where improvement is needed, while honoring self care and care for each other along the way. Don’t let folks dig into a blame game here.
• A SWOT can be facilitated by a team lead, a project lead, or an external facilitator so the entire group can participate. A third party can potentially get deeper input from the team — information on weaknesses (W) and threats (T) that individuals might not be comfortable sharing in a larger group or in front of their bosses.

The most important part of a SWOT is not that this specific tool is used. The key piece is honest reflection followed by a “what’s next?” conversation. Anyone can scribble some ideas on a piece of paper and conduct a quick assessment, but that won’t always lead to change. Meaningful, sustainable change comes from intentional questioning and decisions around how the information in the SWOT chart will be integrated into future activities.

The KJCG team can help build investment in and hold folks accountable to the ever important: “what’s next now that I have this chart?” conversation. Not only are we prepared to run the exercise as part of a retreat or stepback so that every member of the team can participate, we are also ready to help facilitate conversation and be a thought-partner for the implementation planning that follows. Our team continues to use and recommend this process because it is simple, versatile and inclusive; we would love the opportunity to share it with yours.