Obstacles & Opportunities Canvas

The Trend SWOT canvas is used to identify the strengths, weaknesses, threats and opportunities for a brand or category presented by each trend

What's it for

A projection tool for spotting potential upcoming threats and innovation opportunities, then identifying focus areas for the business. Can be used either as an individual or group exercise. Enables evaluation and prioritisation of the trends, anticipation of disruption, identification of opportunities ahead of the competition. Best used prior to in-depth ideation or development exercises, as it familiarises participants with applying trends to ideas.

How to do it

Use a fresh SWOT template for each trend

Assess each trend using the questions in each quadrant, to identify the specific strengths, weaknesses, opportunities and threats that it presents for your category or brand

Compare the completed templates for each trend to identify which ones present the most opportunities, and in which trends you have the greatest strengths, vs. where your biggest weaknesses and obstacles lie. This should point to the trends that you might want to prioritise acting against.