Spend the afternoon with the “goodwill”-fellas in this case study-led session. Jim Alerding will guide you through the excess earning methods including potential modifications. MUM (multiattribute utility model) is the word for expert Ron Seigneur, who brings his experience and enjoyable perspective to the conversation. Harold Martin will focus on valuing the intangible assets as a potential third approach for keeping enterprise and personal goodwill on their respective turf.