While working with a client today, we needed an overview of her situation. For want of something to structure our discussion, I took out a SWOT analysis sheet I use regularly. We went through the sections, looking at her Strengths, Weaknesses, Opportunities and Threats. However, it wasn’t really revealing anything. I wanted something to improve SWOT analysis.

I had a hunch that she was underestimating her value at her current position. So I added the word “Hidden” under the Strengths and Weaknesses sections. I asked her “What are are your hidden strengths? The ones your employer can’t see?”.

This suddenly unlocked for a her a whole series of skills she had that she didn’t think they knew about, which her current role didn’t give her opportunity to show. I also made some suggestions of things I felt from our discussions were her strengths, some of which she didn’t even realise she had. I mentioned that within her work as an illustrator, I saw she always told stories. That was something that she hasn’t even given a thought to.


We also went through her weaknesses, and did the same thing. This was harder, since it’s hard to know what you don’t know. However, it still made her reflect a little deeper on what they might be. This really enriched the conversation, and led to some interesting revelations. A very rewarding session!

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improve SWOT analysis

Gavin Ricketts is a Producer/Director with over twenty year's experience. His courses on finding work in the creative industries has helped hundreds of Film and TV Crew win more work.

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