Week 6 Reading Reflection

I was surprised that the author relied so heavily on SWOT analysis in order to begin a business. I always felt that although helpful, SWOT was never enough to make something become successful. I always thought that it was a good first step. I found the assumption that uncertainty is low to be extremely confusing. I always thought markets and businesses were unpredictable. I would ask the author is his views on the forces have changed since he wrote this book. I would also ask if he believes these forces can be applicable to all markets. I do not disagree with anything he said.