Customer,our employers and services is our strength.The marketing plan for the launch had many strengths, the biggest of which was the fact that the competition had no idea of all the features of the product, which gave us a huge advantage over everyone else.Your team must be very careful to be objective in its analyses. It is easy to get into a self-critical mode in which everything is a weakness, or, conversely, the team may lead itself into a rosy scenario in which its strengths are overstated and weaknesses understated. In every session, it is a positive idea to have an experienced process leader with no vested interest in the process beyond assuring that the right things are addressed, that conclusions are reached objectively and every effort is made to assure the financial, physical and human assets of the company are used to obtain the highest and best results for the company. We have found that some companies are too introspective, and in looking out at the real world, think that they are the only ones with problems and challenges. Others are just the opposite. They go blithely along, thinking that they are doing very well, with little consideration of what is happening in the real world. Your leader's job is to assure that the team's approach is fair, balanced and objective, so each analysis obtains the best, real world result.