The opposite is true for opportunities as an external factor that the company has no control over. The real challenge I believe will come from when you don't have options to pick from and need to generate your own. When developing your own criteria to be evaluated, I think that the weaknesses category will be the most overlooked. To objectively take a step back and identify negative qualities of one's own is against human nature. This bias will need to be managed appropriately to have a more useful analysis using the SWOT method. Failure to do so will not allow any meaningful weaknesses to be identified; therefore, it will not permit those problems to be corrected, minimized, or addressed. Overlooking weaknesses can also make the company more vulnerable to other businesses seeing and exploiting them for their benefit in the marketplace