A strength or weakness is internal and current; an opportunity or threat is external and future-facing. Work through each quadrant honestly — the value of a SWOT lies in the weaknesses and threats you would rather not admit.
Strengths
Internal advantages you hold in this opportunity: relationships, capability, track record, differentiated value.
Weaknesses
Internal gaps: where a competitor is stronger, where you lack access, proof or fit.
Opportunities
External openings: unmet needs, trigger events, shifts in the customer’s market you can help them address.
Threats
External risks: competitor moves, budget or timing risk, changes that could derail the deal.
Run the analysis twice — once on your own position, once on each key competitor’s — to see the opportunity as the customer sees it, and to plan how you will lead with your Discover and Disrupt strategy.
