It is often said that the only reason for being in business is to make money. Making money is a primary and necessary component of being in business. Evaluating your balance sheet often is helpful not only to make sure you're making a profit, but also to detect potential problems in the business itself. However, I would suggest that while making money is important, it is not the only reason for being in business. Hypothetically, suppose you wanted to sell your business. One aspect in determining its value is called "good will." Good will represents the value your business has in terms of its reputation, renown, and existing satisfied client base. The better the estimation of the good will your company has, the more it is worth. It's true that you can't exactly take your good will to the bank and cash it, but if you're in business for the long haul your good will is ultimately more important than the bottom line of your balance sheet in a given month. A good name for your business and your clients' favor are long term assets, and things to be desired in-and-of themselves. If you don't get a warm satisfaction in doing a good job for your clients, or enjoy making them glad they did business with you, you probably shouldn't be in the business you're in.   next >