Effective SWOT Analysis with Mind Maps

Liam Hughes (Founder: Biggerplate) presents a practical framework for facilitating SWOT analysis in group settings using mind mapping as a real-time thinking and alignment tool. Rather than focusing on individual mapping, the session demonstrates how facilitators can structure discussion, avoid common pitfalls, and guide teams toward meaningful prioritisation. The emphasis is on surfacing diverse perspectives, refining thinking collaboratively, and converging on clear strategic focus. Key Themes & Topics (Timestamps): [00:00:04] Introduction and session context Liam introduces the webinar, its purpose, and its focus on improving the way SWOT analysis is facilitated using mind maps in group environments. [00:01:30] Why SWOT is often the starting point for strategy discussions He explains how SWOT is frequently used at the beginning of client engagements to align perspectives and establish a shared understanding of the business situation. [00:03:50] Why traditional SWOT methods often fail Liam highlights common issues with flip charts and post-it sessions, including artificial limits, shallow thinking, and poor follow-through. [00:06:35] The Diverge–Explore–Converge meeting framework He introduces this structure as essential for productive meetings, helping groups open up thinking, test ideas, and then close in on priorities. [00:07:56] The role of “Top Three” thinking in prioritisation Liam explains why forcing prioritisation is critical, requiring real trade-offs rather than long, unmanageable lists of actions. [00:10:43] What SWOT really does well SWOT is positioned as a simple, accessible framework that allows people at all levels to contribute and confront business realities. [00:14:47] Key challenges when running SWOT sessions These include personality dominance, confusion between strategic and tactical thinking, emotional bias from current pressures, and anchoring effects. [00:17:35] Designing a SWOT session using the POST framework Purpose, Outcome, Structure, and Timing are presented as a simple planning tool for intentional and effective meetings. [00:25:23] Step 1: Thinking individually to maximise divergence Participants first capture ideas alone using post-its or 2x2 grids to avoid groupthink and surface a wide range of perspectives. [00:34:17] Step 2: Comparing in pairs to refine and test thinking Pair discussions act as an early filter, helping participants challenge assumptions, discover overlaps, and adjust priorities. [00:39:52] Step 3: Building the shared picture through group mapping The facilitator constructs a live mind map, starting with overlaps and gradually structuring the group’s combined story. [00:50:31] Step 4: Converging on priorities and treating SWOT as a snapshot Groups debate and select the most important issues in each SWOT category, then date the map to enable future comparison and learning. Featuring MindManager