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Strengths: What are your personal strengths What does the company do well What do you do well What is the good track record What do other people see as your strengths Where does the organisation compete well Weaknesses: What can be developed What could you improve What is working less optimally than you wish What is being done badly What is the competition doing better What should you avoid doing Opportunities: If there were no constraints what would you like to do What might be possible What will happen in the next few years Where do you / your organisation want to be in five years time Who might you want to work with What could be a win win situation How may new technologies change your practices What financial / govenmental / legislative changes can benefit you in the near future Threats: What are the barriers to your development What sort of obstacles do you face Who else might move in a take over your tasks / job / business What are rival organisations doing Can you fund the short and long term Will new technologies / developments change you roles What change is coming SWOT analyses lead to asking difficult questions but the structure it gives helps people to focus on parts of the problem or sub-issues separately..