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Some guidelines for an effective SWOT analysis:
Be comprehensive: As this is either the only strategic analysis to be done or the start of a more elaborate strategic analysis, it is imperative that it be done on as broad a base as possible. Keep it broad and open. It can be narrowed later.
Manage the group dynamics: You want to hear from everyone in an open, collaborative, and creative environment. Don't let group dynamics determine the outcome.
Keep the thinking straight: The SWOT framework is specifically designed to organize thinking and expand the groups concepts of what's possible. Stay strictly within the framework. Don't muddy what belongs in what category, like calling skills of the engineers an opportunity rather than the strength it is.
Fight for clarity: Work very hard in the facilitation process to make every statement as clear and unambiguous as possible. As Rashi Glazer, Center for Marketing and Technology, University of California at Berkeley states, " Clarity in strategy works. Fuzzy strategies fail."
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