SWOT Analysis as Inspiration: Coaching the Big Picture
A SWOT analysis is a common business tool for scanning the environment and informing strategic planning. You can use it to evaluate the organization and you can also use it with individuals. The traditional SWOT analysis looks at strengths, weaknesses, opportunities and threats. Instead of looking at weaknesses, you can focus on wishes. Based on the tenets of Appreciative Inquiry, the process of looking at wishes inspires people far more than looking at what they don’t want. Instead of saying, “My weakness is poor time management.” notice how it feels to say, “I wish for stronger time management skills.”
When your clients express a wish, listen carefully to their words, because wishes already imply movement. Strengths and wishes point to the internal landscape, the things we have control over. Opportunities and threats focus on the outer landscape, the things outside our control.
Below is a shortened example of a SWOT analysis.
Appreciative SWOT Analysis
Strengths
visionary leader
risk taker, explore new ways of developing people
surround myself with brilliant, competent people
give honest, authentic, inspirational feedback
Opportunities
work with Miguel to flesh out the Seagate idea
decrease my number of direct reports and free up time for innovative projects
write the book I’ve been planning
want to easily attract venture capital for my innovative ideas
Wishes
develop new ways of empowering my team
more patience and presence
more time for relaxation and creative outlets
stronger recruiting skills
Threats
economy floundering, impacting dollars spent on coaching training
merger talks – my position may be impacted
my mentor and partner may retire soon
market is over saturated with coaches in my niche
You can use your SWOT analysis to identify the trends that will make it possible for you to stretch yourself, have the impact you want and reposition yourself.
What are three ways to use your strengths to realize your wishes?
What impact would you like to have in your organization?
How can you reposition yourself to be the change you wish to see in the world?
Martha Lasley is a founder of Leadership that Works, home of the Coaching for Transformation program that offers an ICF accredited coach training certification geared toward supporting nonprofit leaders and social change activists. As a certified trainer in Nonviolent Communication, Martha and her team at offer Coaching Program in San Franciso, New York and Toronto.
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