This is a popular but often misused approach that assesses positives and negatives, from an internal and external perspective. Simply listing the internal (S)trengths and (W)eaknesses and the external (O)pportunities and (T)hreats is not very useful. The real value of SWOT is when you consider strengths and how they might be used to take advantage of opportunities and avoid threats. Similarly, you should consider weaknesses and how you need to address them to mitigate threats and possibly pursue opportunities