The Dafo matrix

The SWOT (Strengths, Weaknesses, Opportunities, Threats and Opportunities) matrix is a well-known diagnostic tool used by organizations and entrepreneurs for strategic planning and to analyze the company's position in relation to its environment and competitors.

It has not lost its relevance thanks to its ease of use and flexibility. It can be used both for general analysis and for a very specific objective. Surely these characteristics are what have allowed it to go beyond the boundaries of the business world and be used by people as a starting point to achieve their goals in different facets, whether in their personal, academic or professional life.

Origin of the SWOT matrix

It is very likely that you know (or at least have heard of) the SWOT matrix. It originated in the United States in the 1960s and 1970s.

Thanks to the research of a team from the Stanford research institute that was interested in finding answers to the poor performance of planning in companies.

They visited more than 1,000 companies and interviewed thousands of executives. The study lasted almost a decade and its conclusions gave rise to SOFT (Satisfactory, Opportunity, Failure and Threat), the direct predecessor of SWOT. The objective of this analysis is to know the real state of a situation at a given moment in time and to have a guide to be able to make more effective plans.

How does a SWOT matrix work?

A traditional SWOT matrix has four quadrants. One aspect is placed in each quadrant (Weaknesses, Threats, Strengths and Opportunities) and as many factors as possible are identified in each quadrant. The list must be detailed, so several people usually participate in order to achieve a more objective and comprehensive view of the situation.

They are separated into:

• Internal: these are the weaknesses and strengths. These are the factors that make the difference and separate them from the rest. They belong to or are under the control of the subject or organization. They are classified as weaknesses when they do not contribute to the fulfillment of the mission or objective, on the contrary, they hinder it in some way. Strengths are everything that helps us to succeed.
• External: these are the opportunities and threats. They are the external factors that can favor or harm the mission or objective.

With the result we can define the strategic objectives and develop a plan to enhance the strengths, take advantage of the opportunities, reduce the weaknesses and face the threats.

This analysis is generally performed only for a given moment, since the situation changes over time and so does the behavior of the variables identified.

There is a new version, the dynamic SWOT, which relates these factors over time (past, present and future) based on the analysis of past experiences (mistakes and successes) and future possibilities.

The SWOT matrix as a tool for personal development

After seeing how it works, it is understandable that other sectors have appropriated it and include it among their tools. Professionals such as educators, psychologists and coaches use it for project planning, self-knowledge and personal development.

It is one more means for people to practice self-analysis and to improve themselves and achieve their goals. Identify and discover weaknesses and strengths within themselves and be aware of the risks and opportunities of the environment.

It is an analysis that allows us to see the different edges of a situation and prepare ourselves to find the best solutions. It emphasizes strengths as the main support to amend, overcome, maintain and exploit the identified variables.

The SWOT matrix and coaching

In coaching, it is essential to ensure that the person achieves a positive change with respect to his or her previous situation. Enhancing the integral development of the person and giving him/her the tools to perform successfully in the future is like the speech between the lines, even if the objectives to be achieved are specific and practical.

The SWOT matrix is one of those tools that a coach can use, at least as a starting point in an initial session. It is a simple thing that people can do to begin to get to know themselves better. It is not the most effective for this purpose, but it can be done in a very short time and is useful for example to identify strengths and weaknesses and to organize your thoughts on a particular topic.

Some of the aspects to take into account when making the SWOT matrix:

• Self-observation skills: pinpointing strengths and weaknesses in ourselves is not an easy task. Especially the strengths, because we are used to pay more attention to our weaknesses. When doing this exercise you can ask for help from close people, family and friends.
• Know what you do well and badly: this helps you to be aware of the limitations that have prevented you from achieving your goals but also of the resources you already have. With which you have overcome difficult situations. What makes you value the qualities you possess and improve your self-esteem.
• Be aware of the risks and opportunities: thanks to this research you can be more attentive to the context in which you operate. Be aware of the risks you are taking and discover both advantages and new possibilities in that