Then let me ask you this: what is the value of your company today? I'm not asking for your guess here, but for an actual recent valuation, by an expert. Of course, valuations are not cheap, and you might ask why you would invest precious resources on what seems like an academic exercise. You have no intention to sell right now, so why spend on a valuation?

Here is the reason. You have a destination in mind - a certain valuation by a certain date. To reach your destination, you need to know where you are starting. Only a present-day valuation will reveal to you the true distance of the journey, and the ground to be covered.

Once you have conducted a valuation of your business, the next step is what we call an "evaluation". This is an analysis of strengths and weaknesses in every area of the business: products, operations, management, marketing and finances. To achieve the optimum future valuation, you will probably need to address issues in all these areas. More than that, you will need to create a step-by-step plan of action that carries you through the period from now to your target date.

The theme of valuation is remarkably rich in the insights it can open up for any business. In this email, I have simply introduced the idea and hopefully caught your interest in the possibilities.

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