Decisions, Decisions

Nicole Ellis
2 min readAug 12, 2021


Why the SWOT analysis remains an effective tool for decision making

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From deciding what to wear and the best route to avoid traffic to weather or not to take on that international work assignment and just about everything in between, our days are filled with decision making.

There are tons of tools out there to help make seemingly difficult or otherwise sticky decisions. One of my favorite go-tos is the “SWOT” analysis.

SWOT stands for: Strengths, Weaknesses, Opportunities, and Threats and is meant to help categorize a combination of internal and external factors resulting in a visual framework of whatever you’re working with.

Seriously, anything. It works on evaluating organizational strategy, starting new business units (or businesses), making hiring decisions, etc. Name any decision that could benefit from a visual list of weighing factors, SWOT is the answer.

Start by drawing up a four-section matrix, each square representing one piece of the SWOT, then fill it in.

  • Strengths: Internal factors which are in your control and can contribute to the success of the subject being analyzed.
  • Weaknesses: Internal factors which may or may not be in your control which could detract from the success of the subject being analyzed
  • Opportunities: External factors which may be used to contribute to the success of the subject being analyzed.
  • Threats: External factors which could threaten the success of the subject being analyzed.

Feeling stumped? Try performing the SWOT analysis backward — that is, start by listing out Threats and Opportunities before Strengths and Weaknesses.

Head to the Kick website to download a SWOT analysis template for free.



Nicole Ellis

Starting conversations about bettering business in a post-pandemic world. Providing resources to help improve business, work-life balance, parenting and more.