If you are selling tons of your gadgets, widgets or whatever it is, and no one can recall your brand name, sales isn’t your issue. Your brand awareness is an issue.
If most people know your brand but you aren’t selling much, then brand awareness isn’t an issue. Sales is an issue.
If you are out of stocks most of the time, perhaps production scheduling is an issue.
A lot of the time, making good improvements depends on the person in charge admitting to the weakness at hand and working hard to improve the areas that are a challenge.
Sure, it is nice to always talk about your strengths. You already know it is equally important to fix the weaknesses.
Don’t just focus on your strength.