SWOT analysis is a powerful tool to help a company align its strategy with its environment. However, embedded within every strength is a weakness and hidden in every opportunity is a threat. You need to look beyond the obvious to gain real strategic insight.

When your company spends thousands or hundreds of thousands of dollars on capital equipment, you don't consider the manufacturer's scheduled-maintenance recommendations "optional." The engineers who design the machines also design maintenance programs for them - for a very good reason.