“If you don't know where you are going, any road will get you there.” These famous words by Lewis Carroll are still valid in the current day and age. Although most of us need certainty about the road we travel in business and life, the task is not that simple. The SWOT analysis serves as a good point of departure to plan this journey with more confidence. In many instances, however, the SWOT is not used to its full potential, and as a result ends up as binary code inside a computer, or, perhaps even worse, filed somewhere in a dark and lonely cabinet. If it sounds familiar, then this course is for you. The masterclass provides a fresh view on SWOT. In addition, it gives practical insight into conducting a thorough environmental assessment using appropriate techniques not only restricted to brainstorming. The process doesn't stop with a mere inventory of the internal and external environments. It goes further by equipping you with the skills to craft productive strategies based on SWOT analysis results. Strategies for turning weaknesses into strengths and then applying the strengths to pursue opportunities or combating threats. The identified strategies in turn, serve as framework for defining suitable goals and objectives fit for creating a better future. The masterclass also walks you through a case study so you can experience everything in a simulated environment. In short, this masterclass provides a tried and tested recipe to elevate your knowledge and practical skills about SWOT to a cut above the average.