Incorporate SWOT Analysis into
Business Planning

So in order to utilize SWOT analysis in business planning, it is really important that the folks performing that analysis have to be realistic and they have to be objective. Those of you that have done this, you probably know that you could get different points of view depending on who you're asking about whether or not the organization has strengths, weaknesses, opportunities or threats. As I've sited in the slide, the staff might have one viewpoint, management and senior management another point, and those of you in an organization reporting to a board of directors, you may get a whole different viewpoint. It is very important that the SWOT analysis be realistic and it be objective.

Once you've done that and you believe you've done a thorough analysis, hopefully, what should emerge from that is your plan - built on the SWOT analysis. Giving you the ability to really capitalize on those strengths, don't let them deteriorate. Be strong enough as an organization to look inward and say we know we have some weaknesses, we know we have some problems. Be able to realistically evaluate and look at some opportunities, and lastly, to try to prepare for and defend against any threats.

I would say a good plan really begins with a thoughtfully prepared SWOT analysis. I think it is very difficult to plan for the future without doing what I call a current state assessment, and that is what the SWOT analysis really enables you to do.

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