SWOT: Where is the problem?

	The answers are always inside the problem, not outside
	Marshall McLuhan

This sentence from a man who understood the role of mass media and its significance for society during the second half of the 20th century invites us to look for answers in the midst of problems. Businesses approach problem-solving keeping various factors in mind; for example, in SWOT analysis (Strengths, Weaknesses, Opportunities and Threats), organizations seek to compete knowing and boosting their internal resources, but without forgetting that beyond them are a series of factors that escape their control and that decisively affect their growth, that is, weaknesses and threats from the outside. However, establishing the limit of a business or organization’s problem in a globalized world is difficult. That’s why defining a problem and demarcating it is already a complicated task in itself, but necessary, and may represent the first step toward the solution. On the other hand, to widen the perspective beyond the problem boundaries could perhaps contribute to finding more complete and integral solutions.