The Fundamental Flaw of the SWOT Analysis

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The SWOT Analysis has long been used as a tool for businesses to assess where they’re at.

Strength – Weaknesses – Opportunities – Threats

But there is a fundamental flaw to this process…

It relies on Self-Analysis.

And that means there will always be an inbuilt bias.

Companies will overestimate their Strengths & Opportunities and underestimate their own Weakness & Threats.

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