Let me put some definitions around those. While they might seem to be easy to determine, let's put it in the context of an organization. An organization's strengths, when I think of that for the organizations that I've done these type of analysis, I always think, what does the organization do or perform well? What can the organization leverage from - things it has historically done well, it may be it has a good brand name, good brand recognition. For those of you in the Meals on Wheels world, you know that Meals on Wheels has a fantastic brand name. It is very well known.
In the weaknesses category, let's flip that a little bit. What are the things the organization struggles with? Maybe they do not perform well. How do you determine that? Possibly you have some client or customer feedback which gives you some indication that there are some areas where you are not performing well. Are there areas where you are vulnerable as a result of some of those weaknesses? You can see by looking at some of these that it requires a lot of in-depth look at the organization. Especially those first two.