Business owners know that markets – trends-business conditions are changing all the time. Change can mean the development of new opportunities like new marketing platforms that enable one to one communication with customers and prospects (i.e. Social Media) - or change can be in the form threatening challenges i.e. new well resourced competitors; new substitutes for our products and services; a strong dollar bringing international pricing competition. We tend to me more conscious of the potential challenges (threats) to our business than we are of the opportunities.