 You've heard the old expression about being too close to the forest to see the trees. As a business owner, being able to objectively and candidly assess your strengths and weaknesses is crucial to uncovering ways to improve. In the top seven devil's advocate questions for self-analysis, question number three asks, why would someone drive past your competitors to do business with you? If your answer is something like, well, we provide better service or have friendlier people, quit tickling yourself to hear yourself laugh.