One of the most effective and simplest ways to anticipate and avoid career challenges is through a SWOT analysis. I wish I had used this tool earlier in my career, like the time I took a job out of desperation and the time I had trouble getting an initiative past my CEO and the Board of Directors.
What Is SWOT?
SWOT is short for Strengths, Weaknesses, Opportunities, and Threats, and it provides a framework for assessing internal and external factors that can impact one's career trajectory. (It’s a term that’s mostly used by marketing folks when analyzing a product’s position in the marketplace.) I’ve found it to be an invaluable tool to help people move into the driver's seat by getting clear on what’s working and what needs to be course-corrected. It requires a strategic approach that combines self-awareness, industry insight, and practical tools.
Over the years of using this tool in my coaching and teaching, I’ve added a fifth element to really bring the power and possibility of a SWOT analysis to the forefront: Identifying Needs.
Understanding SWOT Analysis
But first, let's delve into what SWOT analysis entails. SWOT analysis is a structured method used to evaluate the strengths, weaknesses, opportunities, and threats involved in a project, business venture, or, in our case, career strategy.
Originating from strategic management principles, SWOT analysis offers a holistic view of both internal and external factors that can influence decision-making and goal-setting.
One of my clients used the SWOT analysis to determine that his strengths no longer aligned with his career in the entertainment industry. He decided to pivot out of the entertainment industry and into buying a franchise – a windshield repair business (!), which gave him more flexibility with his time and had a very low start-up cost.
Applying SWOT To Career Advancement
Now, how can you use SWOT analysis to advance your career? It starts with self-reflection, introspection, and a blank page. You can also ask friends, advisors, mentors and colleagues to help you see what you may not be able to do on your own.
Use the following image to create your own block with four empty squares, labeling each as strengths, weaknesses, opportunities and threats with room to write in your thoughts.
Now, take some time to assess your strengths—those unique qualities and talents that set you apart from others. These are internal factors that give you an advantage over others. They could include skills, knowledge, experience, personal attributes, or professional achievements. You may have strong communication skills, a knack for problem-solving, or a proven track record of delivering results.
Likewise, identify your weaknesses—areas where you may need improvement or further development. These are also internal factors that may hinder your progress or limit your potential. They could be areas where you lack expertise, skills that need improvement, or personal traits that may pose challenges. Perhaps you lack experience in a particular industry or struggle with time management.
Next, explore potential opportunities in your industry or field of expertise—trends, emerging markets, or areas for growth. These are external factors that present favorable circumstances for growth and advancement. They could include industry shifts, networking opportunities, market demands, or emerging technologies. You might identify specific networking events, online courses, or industry conferences as opportunities to expand your skill set and broaden your professional relationships.
Then, consider the threats that could pose challenges to your career aspirations—competition, economic shifts, or technological advancements. These are external factors that may pose risks or obstacles to your career path. They could include competition, economic downturns, changes in regulations, or disruptive technologies.
Here’s a SWOT sample that I’ve mocked together based on several clients’ experiences who come from the entertainment industry.
Pro-Tip: It’s okay to be repetitive, to brainstorm, to have a long “kitchen” sink list. It’s also okay to have a strength be a weakness and for a threat to also be an opportunity. For example, Artificial Intelligence could represent both a threat and an opportunity.
In the above example, having an MBA was listed as a strength for understanding and being able to execute basic business principles. It could also be considered a weakness because there’s an oversaturation of job candidates who hold an MBA.
The marketplace contraction could be an opportunity to pivot careers — especially for someone who is ambitious, doesn’t love their entertainment gig and is frustrated with slow progress.
The Missing Step: Needs
The critical next step that is not typically part of a SWOT analysis is to convert your weaknesses into needs.
My philosophy is that we don’t have to simply accept our weaknesses or shore them up by spending countless hours changing who we are.
In the above example, being an introvert was identified as a weakness. The need in this situation might be time to process information, smaller group interactions, or the ability to submit written rather than verbal thoughts.
With shallow buyer relationships, the need is to broaden buyer relationships. When we combine that with being an introvert, a suggestion to attend networking events will not be helpful. In this situation, the tactic to deepen buyer relationships might be to ask for introductions or to reach out directly to set a meet & greet (via Zoom or over coffee).
A need to address the weakness of generating casting lists might be to watch more content and make a spreadsheet or work with a colleague who thrives in creating these lists.
Long commutes are very relatable to those living in Los Angeles. It’s a way of life for many and can be exhausting. A need in this situation might be to leave earlier or later to avoid traffic, or listen to podcasts to distract from the long drive or work in a remote or hybrid situation.
Finally, to address the need of prioritizing, it could be to ask for clarity or use an app that is shared by the team so tasks can be rated by urgency.
Converting weaknesses into needs puts you in the driver’s seat of your career and gives you actionable steps to empower and build your career.
What SWOT Requires From You
Conducting a SWOT analysis takes rigor in four categories.
1. Self-Awareness: SWOT analysis begins with a deep understanding of yourself—your skills, strengths, weaknesses, values, and goals. By gaining clarity on your capabilities and limitations, you can make more informed decisions about your career path. Most of us find it easy to identify our weaknesses, but a truly effective SWOT must clearly identify what you're good at. Please don’t be shy. Playing small does no one any good.
2. Industry Insight: To conduct a meaningful SWOT analysis, you need to stay abreast of industry trends, market dynamics, and competitive landscapes. Keep an eye on emerging opportunities and potential threats that could impact your career trajectory. You can do this by reading trades, becoming part of a mastermind, engaging in conversations with co-workers, and / or attending industry conferences.
3. Strategic Thinking: SWOT analysis is not just about identifying strengths and weaknesses; it's about strategic thinking—anticipating future trends, assessing risks, and devising proactive strategies to achieve career goals. This is not typically done in a single sitting but is a cumulation of your experiences along with research.
4. Continuous Improvement: A SWOT analysis is not a one-time exercise; it's an ongoing process of self-assessment and adaptation. My recommendation is to evaluate your strengths and weaknesses, reassess opportunities and threats, and adjust your career strategy every 1-2 years. I do not recommend doing a SWOT frequently as having perspective is a critical element to conducting a SWOT effectively.
Remember to enlist trusted friends and colleagues in this exercise if you get stuck. They can often provide a fresh perspective.
Bottom Line
By conducting a personal SWOT analysis, you can gain valuable insights into your strengths, weaknesses, opportunities, and threats, enabling you to make more informed decisions about your career path.
Your career journey is a marathon, not a sprint. Stay curious, stay adaptable, and never stop learning and growing. By embracing a mindset of continuous improvement and strategic planning, you can navigate the complexities of today's job market with confidence and resilience.
Journal Prompts
Here are five journal questions to help deepen your understanding of SWOT analysis and its application to your career. Remember, the goal isn't just to identify your current situation—it's to empower you to take control of your career path, make informed decisions, and proactively shape your professional future. So, take your time with these questions, and be honest and reflective in your responses. Your career journey is a continuous evolution, and by embracing tools like SWOT analysis, you're equipping yourself with the insights and strategies needed to thrive in today's dynamic job market.
1. Reflect on Your Strengths: What unique qualities or skills do you possess that have contributed to your past successes or achievements? How can you leverage these strengths to advance your career or pursue new opportunities?
2. Identify Areas for Improvement: What aspects of your professional life do you find challenging or limiting? How can you turn these weaknesses into actionable needs rather than seeing them as permanent setbacks?
3. Explore External Opportunities: What emerging trends or developments in your industry could potentially benefit your career growth? How can you capitalize on these opportunities to expand your skill set or network?
4. Assess Potential Threats: What external factors or obstacles might pose challenges to your career aspirations? How can you proactively mitigate these threats or adapt your strategy to navigate them effectively?
5. Commit to Continuous Improvement: How can you integrate the insights gained from your SWOT analysis into your ongoing career development efforts? What steps can you take to ensure that you regularly reassess your strengths, weaknesses, opportunities, and threats and adjust your career strategy accordingly?
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