In today’s episode, I ask an important question for anyone buying, selling, or running a business: how do you really value goodwill?
Goodwill is often one of the biggest components when purchasing a business, but it can also be one of the most fragile. Its value is built on reputation, customer trust, brand perception, and the confidence people have in the business.
But what happens when things go wrong?
A business can face many unexpected challenges — negative PR, a product recall, the loss of a key customer, or a sudden market shift. Any of these can quickly affect the goodwill value of a business.
I also talk about an interesting comparison: goodwill in a business is a bit like a new car. The moment you take ownership, the value can drop until you prove yourself and show that the business will continue to perform under new leadership.
In this episode, we explore how goodwill is valued, why it can change quickly, and what business owners can do to protect and rebuild it when challenges arise.
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