Do you use a SWOT as your starting point? They can be very useful, if done correctly. The power of a SWOT is its simplicity - it’s easy to grasp. It’s also a very useful way to get your team to engage and contribute ideas.
The problem is despite a SWOT’s simplicity, it is often done incorrectly. People tend to mix up internal and external attributes (is the implementation of a new system really an opportunity or a sign that the current system is crap?), or they mix the present and future tense. In a similar fashion, risks and weaknesses get frequently confused (a threat is really an external risk).