SWOT

ANALYSIS
Object of Play

The SWOT Analysis is a long-standing technique of looking at what we have going for us with
respect to a desired end state, as well as what we could improve on. It gives us an opportunity to
gauge approaching opportunities and dangers and assess the seriousness of the conditions that
affect our future. When we understand those conditions, we can influence what comes next. So, if
you need to evaluate your organization or team’s current likelihood of success relative to an
objective.
Number of Players: 5–20
Duration of Play: 1–2 hours
 How to Play
1. Before the meeting, write the phrase “Desired End
State” and draw a picture of what it might look like
on a piece of flip-chart paper.
2. Create a separate four-square quadrant using four
sheets of flip-chart paper. If you think the complexity
of the discussion and the number of players warrants
more quadrants, create as many as you’d like.
3. At the top left of the quadrant, write the word
“STRENGTHS” and draw a picture depicting that
concept. For example, for “STRENGTHS” you might
draw a simple picture of someone holding up a car
with one hand. (Yes, you’re allowed to exaggerate.)
Ask the players to take 5–10 minutes and quietly
generate ideas about strengths they have with respect
to the desired end state and write them on sticky
notes, one idea per sticky note.
 How to Play
4. At the bottom left of the quadrant, write the word
“WEAKNESSES” and draw a picture depicting
that concept. Ask the players again to take 5–10
minutes to quietly generate ideas about
weaknesses around the desired end state and
write them on sticky notes.
5. At the top right of the quadrant, write the word
“OPPORTUNITIES” and draw a picture. Ask the
players to take 5–10 minutes to write ideas about
opportunities on sticky notes.
6. At the bottom right of the quadrant, write the
word “THREATS” and draw a picture depicting
that concept. Ask the players to use this last set
of 5–10 minutes to generate ideas about
perceived threats and write them on sticky notes.
 How to Play
7. When you sense a lull in sticky-note generation, gather all of
the sticky notes and post them on a flat surface that is near the
quadrant and is viewable by the players. Be sure to keep the
sticky notes in their original groups of strengths, weaknesses,
opportunities, and threats.

8. Start with the STRENGTHS group of sticky notes and, with the
players’ collaboration, sort the ideas based on their affinity to
other ideas. For example, if they produced three sticky notes
that say, “good sharing of information,” “information
transparency,” and “people willing to share data,” cluster those
ideas together. Create multiple clusters until you have clustered
the majority of the sticky notes. Place outliers separate from the
clusters but still in playing range. (At this stage, it’s important
to note that if you have a group with five players or less, you
can eliminate the sticky-note clustering process and simply
write and draw their responses for each category as the players
verbalize them. After you’ve gone through each section of the
quadrant, players can dot vote.) Repeat the clustering and
sorting process for the other categories in this order:
WEAKNESSES, OPPORTUNITIES, and finally, THREATS.
How to Play
9. After the sorting and clustering is complete, start a group
conversation to create a broad category for each smaller
cluster. For example, a category for the cluster from step 8
might be “communication”. As the group makes suggestions
and finds agreement on categories, write those categories in
the appropriate quadrant.

10. When the players feel comfortable with the categories, ask
them to approach the quadrant and dot vote next to two or
three categories in each square, indicating that they believe
those to be the most relevant for that section. Circle or
highlight the information that got the most votes and make a
note of it with the group.

11. Summarize the overall findings in conversation with the

players and ask them to discuss the implications around the
desired end state. Engage the group in a creative exercise
wherein they evaluate weaknesses and threats positively, as
though their presence is doing them a favor. Ask them
thought provoking questions, like “What if your competition
didn’t exist?” and “How does this threat have the potential
to make the organization stronger?”
 How to Play
Optional activity: Lead the group in creating silly slogans for the
desired end state. Let them be ridiculous: “Our lamps will light up the
world.” The idea is to create humor and excitement around
possibilities.

Strategy

The SWOT Analysis is at its best when the group is unabashed in its
provision and analysis of content. The players are less likely to be shy
about their strengths, but they may struggle to suggest weaknesses due
to sensitivity to other players or to blind spots in their own thinking.
Frame the notion of “weakness” to mean something that can be
improved upon. Similarly, a “threat” is something that can act as a
catalyst for performance improvement. Let the group know that the
higher the quality of their contributions, the better they will be able to
evaluate what’s on the horizon. You’ll have a good sense that the game
was successful when you hear the group thoughtfully consider the data
and express insights they didn’t have before.