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  • San Chima

Creating an objective and unbiased SWOT analysis

Updated: Apr 28

SWOT Analysis for small businesses

As a transformational business coach, I understand the importance of conducting a SWOT analysis with objectivity and impartiality to derive meaningful insights for strategic decision-making. Here are several strategies I employ to ensure the SWOT analysis remains unbiased:


1.      It's crucial to involve multiple stakeholders in the analysis process to gain diverse perspectives and prevent individual biases from skewing the results. By including representatives from various departments or teams, we can capture a holistic view of the organisation's strengths, weaknesses, opportunities, and threats. If you’re a one-person band or very small organisation, that’s where voices of coaches, mentors, and investors add weight.


2.       I encourage people to focus on facts and evidence when identifying internal strengths and weaknesses, rather than personal opinions or assumptions. Utilising quantitative data, performance metrics, and feedback from stakeholders can help validate observations and mitigate subjective biases.


3.      Use structured techniques to guide the SWOT analysis meetings and ensure all viewpoints are heard and considered. This involves setting clear objectives, establishing ground rules for participation, and having a facilitator who maintains a neutral stance to prevent undue influence.


4.      I advocate for transparency throughout the analysis process by openly discussing potential biases and addressing any conflicts of interest that may arise. Encouraging open dialogue and constructive debate fosters a culture of accountability and integrity, ultimately leading to more objective outcomes.


5.      Don’t view the SWOT analysis as a one-hit-wonder. I recommend periodically revisiting and revising the SWOT analysis to reflect changes in the internal and external business environment. By keeping the analysis dynamic and adaptable, we can ensure its relevance and accuracy over time.


6.      I urge you not to be afraid of challenging assumptions and testing hypotheses to validate findings and enhance the credibility of the SWOT analysis. This involves seeking input from external experts or conducting market research to corroborate insights and identify blind spots.


Maintaining objectivity and impartiality in a SWOT analysis requires a concerted effort. However, by taking an eyes-wide-open approach that’s structured, it’s possible to undertake a SWOT analysis that forms the bedrock of business decisions which lead to greater success.  When you achieve a SWOT analysis that is objective and unbiased, organisations can derive more meaningful and actionable insights to inform strategic decision-making rather than simply go through the motions.





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