Week 6 Reading Reflection

I was surprised that the author relied so heavily on SWOT analysis being the main key as to how you should start a business. I always felt that SWOT analysis wasn't enough to make something become successful, but I do believe it is somewhat helpful. I found the assumption that uncertainty is low to be really confusing this week. I always thought markets and businesses were unpredictable. I would ask the author if his view on the forces has changed since he wrote the book. I would also ask if he believes the forces can be used interchangeably throughout all markets. I do not disagree with anything he said.