SWOT Done Properly
SWOT is for Strategy, Tactics and Operations
SWOT is not just a strategic analysis tool. It is a tool for analysing the integrated strategic, tactical and operational reality of an entity. And “entity” is broad — it applies to traditional for‑profit companies, not‑for‑profits, government units, teams, and even individuals.
Internal vs External Factors
The group‑think version of SWOT ignores the most important distinction: Strengths and Weaknesses are internal. Opportunities and Threats are external.
Strengths and Weaknesses are the internal strategies, systems and states controlled by the entity. Opportunities and Threats are external forces completely outside the entity’s control — the forces the entity collides with.
Opportunities are Not Aspirational Slogans
This lack of internal vs external delineation is the root cause of why almost everyone gets the "O" wrong. It’s why people talk about “opportunities” as if they’re motivational nouns — “we have an opportunity to increase sales.” That is not an Opportunity.
An Opportunity is an external force you can leverage — for example, an ageing population creating demand for products that are easier to see and use.
SWOT is not a List - It's a Formulation and Implementation Base
Academics and MBA types then turn SWOT into a four‑quadrant shopping list on whiteboards and Post‑it notes at corporate retreats — instead of leveraging the analysis into something useful.
Evahan does something useful with SWOT.
We work with our clients to design, develop and implement strategies that:
- Improve Strengths
- Overcome Weaknesses
- Leverage Opportunities
- Mitigate Threats
We call this formulation and implementation model IO‑ML SWOT for obvious reasons.
This is SWOT Done Properly.
This is a powerful due‑diligence tool.