Excellent article from Harvard Business Review — as SWOT analysis can sometimes have the wrong focus.  SWOT analysis is a recognized tool to identify strengths, weaknesses, opportunities, and threats.

Are You Doing the SWOT Analysis Backwards? (hbr.org)

There are few tools more ubiquitous in management, marketing, and other key business functions than the SWOT analysis: It involves listing the strengths, weaknesses, opportunities, and threats facing your firm, division, functional area, or other aspects of your organization, products, or services. The results of a SWOT analysis can be (and almost always are) presented simply as a 2 x 2 grid, with one dimension representing the internal versus external factors, and the other depicting positive versus negative valence.

The problem is, as typically conducted, the SWOT is not really an analysis or diagnosis at all. It is simply list and categorization of the internal and external situational factors related to the subject that you’re evaluating, usually produced during a group brainstorming session. The resulting document is typically less than insightful and does not offer a clear path to action. It is simply an elegant organizational tool.