SWOT analysis is one of the popular and highly adopted planning techniques. Unfortunately, it is very often misused/abused leading to the very well-known "garbage-in/garbage-out syndrome".   Having my hands in this subject for a while,  I can help organizations conduct a high-quality rich and productive SWOT analysis in the correct way, and get the maximum benefit out of this exercise. 

Among the basic differentiators in our approach to this topic and how to properly conduct meaningful SWOT analysis, we stress the following points

• • Encourage openness and free expression throughout the exercise

  • Neutralize organizational politics, hierarchies and internal agendas 

  • Encourage Challenge not confrontation

  • Avoid subjective opinions and maintain an objective approach 

  • Use facts, figures and numbers to support your arguments, and quote the sources of this info

  • Avoid assumptions as much as you can keeping them at minimum level

  • Validate/verify and crucial assumptions, possibly using independent validation and verification (IV&V) services

  • Adopt the management by measurement approach in dealing with the findings and outcomes triggering necessary changes to be made in the way things work 

  • Use future scenario techniques when trying to predict the future, and use proven risk assessment techniques where applicable

  • Use the common-sense decision making criteria of "cost vs value" when discussion possible/recommended action

  • Turn the findings of the SWOT analysis into "actionable items" and feed them through the change management practice.

  • Get the help of an "external facilitator" to manage, guide and facilitate the effort