This article, written by Mark Wardell, president of an advisory group specializing in growth management for owner-managed companies, discusses the concept of business goodwill, such as brand recognition, location, and market share. He also emphasizes the importance of goodwill in valuing a business. The author provides a checklist questionnaire — and says positive answers to these questions are indicative of a business with increased goodwill and, therefore, overall value. He recommends that CGAs educate their entrepreneurial clients about how to better value their businesses. This article is published in CGA Magazine.