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December 2014
Issue: December 1, 2009

SWOT: OPPORTUNITIES THROUGH CREATIVITY

Alex Lasarenko
Creative Director
Tonal
New York
www.tonalsound.com

STRENGTHS: “For Tonal, our way of thinking is as valuable as our way of working/creating. It allows us to have a presence in multiple mediums (television, advertising, film and pop music). The industry, as a whole, are figuring out the same things we are.”

WEAKNESSES: “Not believing in yourself or your company 100 percent.”

OPPORTUNITIES: “Any time you can be immersed in the creative process is a great opportunity. Anytime you can use your creative brain in another arena is a tremendous opportunity.”

THREATS: “People in positions of power that don't understand that creating something has value and worth. Anyone that prevents you from making a living being creative is a threat.”