The seminar focuses on how businesses can appear healthy while hidden risks erode profit and valuable opportunities remain undiscovered. Phil argues that the core challenge is often visibility, as business owners can only act on what they can see.

He introduces EzySWOT, which was developed over nearly two years and enables owners to examine 50 critical business topics in 90 minutes. The aim is to uncover hidden issues, identify opportunities, and prioritise the areas with the greatest potential to save money, increase profit and accelerate growth.

The seminar also explains the importance of moving from insight to action by connecting identified issues with appropriately qualified and vetted experts.