Personal Development & Coaching

Personal SWOT Analysis

Take stock of your strengths, weaknesses, opportunities and threats, then turn them into concrete moves with the TOWS matrix.

How to use this worksheet
  1. Fill strengths and weaknesses from your own perspective, then ask someone you trust to add what they see.
  2. Fill opportunities and threats: things outside you that you can use or must respect.
  3. In the strategy step, combine boxes: use a strength to seize an opportunity, fix a weakness that blocks an opportunity, and so on.
  4. Pick two moves to start this month. Write the first action and a date.
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Internal and positive: what you do well.

Prompts and example

Ask yourself

  • What do others ask you for help with?
  • What have you achieved that you are proud of?

Example

- Clear communicator, good at explaining complex topics - Ten years of marketing experience - Strong professional network

Internal and negative: what holds you back.

Prompts and example

Ask yourself

  • What do you avoid?
  • What feedback have you heard more than once?

Example

- Put off difficult conversations - Limited data skills - Say yes too often

External and positive: trends and chances you could use.

Prompts and example

Ask yourself

  • What changes in your field help you?
  • Who could open a door?

Example

- Company entering two new markets next year - Mentor offered to introduce me to the leadership team - Growing demand for data-driven marketing

External and negative: obstacles and risks.

Prompts and example

Ask yourself

  • What trends could make your skills less valuable?
  • What could block your next step?

Example

- Parts of my role are being automated - A reorganisation is expected - Younger colleagues are strong on new tools

Use your strengths to seize opportunities.

Prompts and example

Example

Use my network and communication skills to join the new-market project.

Fix weaknesses that stand between you and an opportunity.

Prompts and example

Example

Take a data analysis course (start January) so I can lead the new analytics project.

Use your strengths to reduce or avoid threats.

Prompts and example

Example

Position myself as the bridge between the old process and the automated one.

Minimise weaknesses and avoid threats. Where are you most exposed?

Prompts and example

Example

Practise difficult conversations with a mentor before the reorganisation.

Before you finish

About SWOT and TOWS

SWOT comes from strategic planning and is easily adapted to individuals. TOWS, introduced by Heinz Weihrich, pairs the four quadrants to produce strategies instead of a list.

A list of strengths changes nothing. The pairings in the second half are where a personal SWOT earns its keep.

Recommended reading

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