SWOT analysis is a fundamental activity during many retreats.  They are visually pleasing and quick to focus conversations.  It is easy to understand why they endured.  Today I read a new process for facilitating a SWOT.  The mindset is compelling.

Performed in isolation, the SWOT offers a myopic view of the world.  It is our self-evaluation.  We may believe we are memorable conference presenters because of our witty narratives but do we really know?  Unless people walk out of the room during our presentation, or there is a sudden rush of new audience members, it is hard to assess how we are trending. 

SWOT is an instrument.  An opportunity to facilitate conversations.  The greatest gift is getting to the human element.  What are the behaviors and interactions we are fostering?  We may have the most beautiful facilities, the best thank you gifts and a polished social media presence, but if our values are misaligned with our actions, then it is hard for anyone to build trust or take action on our behalf. 

If we use the SWOT to discuss the relationships we are building with those who need what we have to offer, there is an opportunity for a robust conversation.  If we use the SWOT to establish an arbitrary ranking, it may miss the highest return on investment, a discussion about how we can be of service.