Expand Your Decision-Making Toolkit with SWOT Analysis

Aspiring to be a better decision maker is a worthy goal, and the SWOT analysis is a powerful tool in your arsenal.  

Developed by Albert Humphrey at the Stanford Research Institute, this 4-step method is not just for top executives. Whether you’re running a business, advancing your career, or making personal decisions, SWOT’s simple yet effective framework can guide you to more strategic choices.

SWOT: A Closer Look

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. It’s a method that helps you to clearly assess any situation or decision from multiple angles. To maximize the benefits of a SWOT analysis:

  • Define Your Goal or Decision: Be as specific as possible. What exactly are you trying to achieve or decide?
  • Conduct a SWOT Analysis: Break down your goal or decision into the four SWOT categories.
    • Strengths: What advantages do you have? What do you do well?
    • Weaknesses: Where do you struggle? What could be improved?
    • Opportunities: What external factors can you leverage? Are there trends you can capitalize on?
    • Threats: What obstacles do you face? Are there external challenges that could hinder your progress?

Applying SWOT in Real Life: Trevor’s Story

Let’s look at how Trevor, a Director of Operations at a manufacturing company, used SWOT to decide whether to accept a new job offer.

  • Goal: Trevor’s decision is whether to stay in his current role or accept a new position with a competing company.
  • Strengths: He excels in building teams, managing operations and has deep knowledge of manufacturing. Trevor is also well-liked by his colleagues and has a strong network within the industry.
  • Weaknesses: Trevor lacks experience in manufacturing automation, a key area in his current company’s future growth plans. He also finds the administrative aspects of his job frustrating..
  • Opportunities: The new job offers a higher salary and more responsibility, aligning with his career growth goals. It also provides opportunities to learn manufacturing automation, a skill he lacks.
  • Threats: Switching companies could mean losing his established network. There’s also the risk of the new role not meeting his expectations, and the unknown company culture could be a poor fit.

Decision Time

By laying out these factors, Trevor can make a more informed decision. The SWOT analysis helps him weigh the pros and cons, considering both his current situation and potential future scenarios.


SWOT isn’t just a tool for businesses; it’s a versatile framework that can be applied to almost any decision, big or small. By taking the time to analyze the strengths, weaknesses, opportunities, and threats related to your choices, you too can make more informed and strategic decisions, just like Trevor.

Incorporate SWOT into your goal-setting process. Set and achieve more strategic goals utilizing this helpful tool:

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