SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. How many times have we heard that a business needs to do a SWOT analysis, so they sit down in a room with their favourite employees and talk about what they are good at, bad at, what the opportunities are (usually to improve what they are bad at) and the threats, which normally involves a discussion about their competition. Sound familiar? Well no wonder nothing good comes from using this framework in th