ABSTRACT
Innovation and creativity are not items that appear on a conventional business plan. This short chapter assesses the strengths, weaknesses, opportunities and threats of making creativity an explicit part of your company's aims. This is not an attempt at a rigorous SWOT analysis, but will provide a useful overview of the potential impact of a creative focus. It is often difficult to be clear just what is a threat or a weakness, or to distinguish between opportunities and strengths. The importance of SWOT is to obtain an overview, not to spend too long agonizing over the right choice.
