It forces you to identify your (and your company's) strengths and weaknesses. You don't want to start a company that is flawed before it's even in business. Sitting down, writing a plan, thinking about everything you bring to the table (whether that's a passion for cupcakes or an enthusiasm for medical software) and considering everything you're lacking (whether that's salesmanship or computer skills) can give you a realistic snapshot of your odds of success. Your goal should be to focus on your strengths and fix any problems that could hamper your growth.



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