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The SWOT analysis is focused on the strengths, weaknesses, opportunities, and threats that exist for a firm. Think about being an employee for a firm. Which one is most important to you? Now think of yourself as the CEO or owner of the firm. Does this opinion change? (It is ok if they are different. I would almost hope they are. This disconnect is why having a clear plan and getting an entire firm on board with a concept is so important.)

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