From the course: Conducting a SWOT Analysis
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Finding strengths
- [Presenter] We all like to put ourselves in the best light possible. Strengths are the most comfortable part of a SWOT analysis, because we're being given the opportunity to compliment ourselves and validate our worth. Psychologically, it's very appealing. In traditional SWOT capture sessions, we sometimes don't challenge ourselves as much as we should when creating a list of strengths. Without effective and ideally independent facilitation, we are likely to create random lists of strengths with equally weighted elements, representing variable impacts to the business. For example, one strength might be, "Our top product sells in the market with 30% margin," while another strength might be, "Our top salesperson looks great in a suit," not equivalent strengths. I want to give you an approach to discovering strengths as part of a SWOT analysis that is specific and aligned to your business or situation and considers basic ranking criteria for all SWOT analysis factors. When creating a…
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